Fri, 1 July 2022

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How advertising is addressing uncomfortable truths about its own industry Partner content
By Lord Triesman
Press releases

Bookmakers announce further player protection measures

Association of British Bookmakers

3 min read Partner content

Today, the UK's major High Street Bookmakers and Gaming Machine Suppliers have committed to additional voluntary measures to further promote responsible gambling on gaming machines, by enhancing player controls.

Gaming Machine customers will be compelled to make a choice as to whether they wish to set a time and/or money limit prior to game play.

This will be achieved via a mandatory message requiring the player to either select limits or not and, for those who choose not to, automated machine alerts will be generated following 30 minutes of game play or, following the loss of £250.

These new measures have been introduced following recent research which revealed that the setting of self-imposed limits is the most effective way to help players remain in control. The data shows that while only a small percentage of players presently utilise the set limits functionality, a high percentage of these will stop gambling at or before the limit they have chosen.

Research and industry figures also show that "pre-commitment" is an important tool for people wishing to control or limit their gambling.

The industry has therefore, on a voluntary basis, concluded that in line with its commitment to the highest standards of responsible gambling, to increase the prominence of the set limits functionality.

These latest improvements to gaming controls are born from the player behaviour data now available post the implementation of the ABB's Code for Responsible Gambling and, the independent research findings of the Responsible Gambling Trust. 2

These changes will also be supported by a focussed in-shop campaign to encourage more customers to set limits and, to see setting limits as an integral part of a normal approach to gaming machine play. The centrepiece of this campaign will be a Responsible Gambling Week in January 2015 which will coincide with the new measures being introduced at the end of the month.

James Henderson, CEO William Hill, Richard Glynn, CEO Ladbrokes, Carl Leaver, Group CEO Gala Coral and Andy McCue, CEO Designate Paddy Power said: “Evidence available from the current machine controls shows that voluntary limits help machine customers to stay in control of their gambling – so it’s up to us to encourage more people to make use of them. That is precisely what these new measures should do.”

Paul Darling Chairman of the ABB said: "We have listened closely to public and political concerns about gaming machines, and this action is building on our evolving commitment to responsible gambling measures. These are not minor changes, but significant and substantive improvements to player protection based on evidence. Our research says loud and clear that voluntary limits are the best way to ensure players stay in control, which is why we are acting decisively to promote them with our customers.

“We are determined to protect vulnerable people while at the same time offering fun and enjoyment to the millions of people in this country who enjoy betting.”

Over 40,000 retail staff have already been re-trained in responsible gambling measures over the last 12 months and, following this latest initiative, a further substantive training exercise will again be carried out in readiness for January.