The Gambling Commission in the UK announced recently it will launch new rules that have been designed to prohibit online gambling operators from offering irresponsible VIP consumer schemes.
The organization stated the revised rules of conduct is part of their campaign ‘to strengthen consumer protection’ and was formulated in consultation following the emergence of ‘repeated instances’ that operators had failed ‘to protect high-value customers.’
The new rules of engagement from the Gambling Commission will be imposed at the end of October 2020 and will apply to any schemes that see locally-licensed operators attempt to ‘maintain or increase their custom’ by offering top level gamblers ‘tailored bonuses, gifts, hospitality and preferential service.’
The rules are stringent for operators in the UK requiring firms to hold up-to-date evidence that concerns the identities, source of funds and occupations of their VIP players and continually assess whether a player is showing signs of ‘gambling-related harm’ or higher vulnerability.
It order to identify any signs of harm, online betting operators must regularly verify any information with which they are supplied by VIP players and constantly conduct ‘gambling harm checks’
The regulator said it will also require online gambling firms to appoint a senior executive with a personal management licence who will overseeing their respective firm’s responsible gambling practices regarding VIP players.
The Gambling Commission’s Chief Executive, Neil McArthur commented that the regulator’s new VIP-facing rules are part of a ‘comprehensive program of tougher enforcement and compliance activity’ that has already involved the banning of credit card play alongside the introduction of improved regulations regarding ‘online age and identification verification’ as well as ‘improved customer interaction practices.’ adding, “We have introduced these new rules to stamp out malpractice in the management of VIP customers and to make gambling safer. Our enforcement work has identified too many cases of misconduct in the management of VIP schemes and this is the last chance for operators to show they can operate such schemes appropriately. Operators can be in no doubt about our expectations. If significant improvements are not made, we will have no choice but to take further action and ban such schemes.”
