The UK Gambling Commission (UKGC) has launched a consultation on proposed changes to the rules covering VIP promotions and high value customers.

With the Gambling-Related Harm All Party Parliamentary Group (APPG) now calling for a ban on all VIP schemes, along with a blanket ban on advertising and other draconian restrictions, the UKGC has challenged operators to make faster progress in raising standards regarding VIP incentives, responsible product and game design, and online advertising.

According to the Commission, the incentivisation of high value customers poses two key regulatory challenges:

1. HVCs are more heavily engaged gamblers in terms of their gambling spend, the frequency with which they gamble, or both. Heavily engaged gamblers are at greater risk of gambling-related harm.

2. The disproportionate financial value of HVCs to licensees means regulatory compliance can conflict with short-term commercial objectives.

Today, the Commission published a report on the progress made by the industry so far, and setting out the next steps. It says the proposed changes to the Licence Codes and Conditions of Practice (LCCP) are aimed at focusing operators’ attention on making gambling fairer, safer and crime free when transacting with high value customers.

Got views on this subject? Take part in the consultation here. 

AYO.NEWS says:

With high value customers being so critical to the current business model of many operators, we’re sure the UKGC will hear a lot of arguments against more restrictions. But, with such strong political and mainstream media support for action against the gambling industry, it really does seem like it’s almost the end of the road for VIP incentives in the UK. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020