Research Shows a Lack of Trust From UK Consumers in Gambling Operator-Run Supportive Tools

Gambling is supposed to be a fun and exciting activity, and responsible gambling programs implemented by governing bodies and operators are designed to help it stay that way. However, consumers have voiced concerns that the tools provided by operators are not in their best interests as businesses trying to make a profit.

How Responsible Gambling Tools Can Appear Compromised in the Eyes of Consumers

The UK’s gambling industry is extremely competitive, with dozens of licensed UK operators battling it out with offshore alternatives. When it comes to choosing an online casino, non UK options are becoming increasingly popular with players, as they tend to offer more flexible payment methods and bigger bonuses than sites that are based and licenced in the UK.

With increased competition, UK sites are finding it harder to attract and retain customers, and being forced by the Gambling Commission into pushing a responsible gambling narrative actively works against marketing and promotion for their services.

Consumers look at many of these responsible gambling initiatives from gambling sites as nothing more than a PR stunt, and workers have also expressed concerns about being asked by management to reach targets, but also exercise responsible gambling practices.

RG Tools

Licensed online gambling operators in the UK must ensure consumers identify themselves to ensure they are old enough and to comply with anti-money laundering regulations. This can also help with responsible gambling initiatives.

Self Exclusion

All licensed online UK operations must sign up to the Gamstop register, a voluntary self-exclusion system. When players sign up for a new betting account, the operator will then check the register to ensure players have not self-excluded.

Self-exclusion services are also possible in LBOs (licensed betting offices), but these options are typically limited to specific operators. Players can fill out a form and provide a photo to a betting shop, and they will also be able to select nearby betting shops (run by the same operator), so they are unable to use local betting offices.

This system relies on the person being identified by workers, and human error can lead to people being able to place bets. The online system provides far greater cover across all operators and is automatically checked by all sites.

Personal Gambling Data

In the past, betting operators would collate information on players, often without their knowledge, to determine how they affected shop profits. This was typically limited to big bettors or those who bet regularly enough to impact the shop’s turnover.

In some cases, bettors were often dismayed by betting with operators, with limits on what they could spend and the odds they were offered. However, this data is now being made available by operators so bettors can see what they spend and their overall profits or losses.

This can help people decide whether they are in control of their spending or if they should take a break.

Limits

While the thought of self-exclusion might seem extreme for many players, there is an alternative that can help reduce how much they spend. Setting limits through your bank on how much you can deposit and play, and how long you gamble for, is possible with some sites.

Bank Blocks

Self-exclusion is the best way to stop betting online, but you can also set up blocks with your bank to stop you from spending money with online casinos.

Gambling Commission Recommendations

The Gambling Commission is the UK's regulatory body for gambling and has dedicated a lot of time to studying and understanding problem gambling from lived experiences. It is understood that further research is required, but a more flexible and targeted approach is needed to meet consumer needs.

Conclusion

The UK’s comprehensive regulatory framework has enabled a thriving industry to grow, and managing this through online growth is something that operators and regulators are trying to do together. As with any industry, consumer well-being is paramount, and excess can be potentially dangerous.

Improving technology and connectivity with the 5G rollout means that the vast majority of UK consumers now have access to online betting sites.

Operators must walk a tightrope of promoting responsible gambling and protecting their customers, while still trying to operate a viable business. Regulators have already implemented some positive changes, and by following these, it is hoped that the industry can regain the trust of the people it relies on.