neil mcarthur

UKGC outlines tougher measures on advertising

The UK Gambling Commission (UKGC) has reminded industry stakeholders of upcoming consumer protection policies, which will be implemented from 31 October 2018.

Last August following an open consultation, the UKGC revealed that it would implement a new consumer protection framework, compulsory to UK gambling ‘Licence conditions and Codes of Practice’ (LCCP).

The UKGC will focus its new directive on two guiding principles, improving all-around industry advertising standards and safeguarding UK gambling consumers.

Furthermore, the planned requirements will make it easier for the commission to take action against, operators that break rules on advertising standards and consumer protections.

Neil McArthur, Gambling Commission Chief Executive, had previously communicated to industry leadership:

“Protecting the interests of consumers is a priority for us and needs to be a priority for gambling operators. These changes will protect consumers from irresponsible advertising and misleading promotions, ensure that they can withdraw their money more easily, and will mean that firms have to deal with complaints more swiftly.”

The new consumer and advertising LCCP conditions will force all UK licensed operators to:

  • Abide to existing/established UK laws and policy on advertising
  • Take responsibility of third-party marketing and communications – Affiliates, agencies, publishing networks etc..
  • Adhere to UK consumer protection standards
  • Implement a new betting/gambling consumer complaints process
  • Stop ‘spam’ advertising/communication practices
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