Betting & Gaming Council

Affiliate warning part of Betting & Gaming Council’s Covid-19 action plan

The Betting & Gaming Council (BGC) has revealed a Covid-19 pledge, which has been agreed with its regulated member companies. 

Player safety is a priority for the plans, along with responsible marketing practices – including affiliate marketing. 

In total, the action plan covers 10 key gambling areas. 

Misbehaving affiliates are on thin ice 

Acknowledging that affiliates “provide an important role in providing messaging and responsible advertising to customers”, the BGC has introduced a ‘one strike and you’re out’ policy. This applicable to all of the listed pledges. 

Going into more detail on this, the BGC’s action plan said the below. 

“Affiliates must in no way mention or use the words associated with the Coronavirus such as ‘’bored’’, ‘’isolation’’, ‘’stay at home’’, amongst others. The BGC will collect and provide a list of key words and phrases to members, affiliates and social media platforms to prevent their misuse.”

The other nine pledges are as follows. 

  • Increase safer gambling messages across all sites and direct to all customers.
  • Step up interventions if customers increase time and spend beyond normal pre-crisis patterns. 
  • Actively promote deposit limits. 
  • Action to ensure appropriate and responsible advertising including monitoring volume.
  • Report all illegal, rogue advertising from black market online operators.
  • Signpost help to GAMCARE and the National Gambling Helpline and GamStop for self-exclusion. 
  • Commitment to ensuring funding for Research Education and Treatment (RET).
  • Welfare checks and well-being help for staff. 
  • Supporting the Government’s ‘National Effort’ with volunteers and facilities. 
Betting down; commitment to responsible gambling up 

BGC Chief Executive Michael Dugher spoke about coronavirus’ impact on the UK’s gambling industry. He also emphasised the importance of keeping players safe at times that may be particularly difficult for many. 

“In this time of national crisis, with so many people self-isolating and social distancing at home, it is vital that we do everything possible to ensure safer gambling and to protect potentially vulnerable or at-risk people.  

“We all know that levels of gambling have plummeted not just because of betting shop or casino closures, but because of the absence of sport, which is also fundamental to online betting. 

“Although gambling levels have dropped during the COVID crisis, our commitment to safer gambling is being stepped up. It is important that we help our customers stay safe and in control of their gambling during these difficult times. That’s why BGC members have developed a 10-pledge action plan that will help govern members throughout this crisis.”

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