The UK Gambling Commission (UKGC) has urged betting operators to make gambling in the UK the fairest and safest across the globe at the Raising Standards Conference held in International Conference Centre, Birmingham.
Nearly 170 leaders from over 100 gambling companies took part in the event organised by UKGC. The conference aims to drive experienced members of the gaming industry to take the lead to enhance fairness and safety.
“I want consumers in Britain to be able to enjoy the fairest and safest gambling in the world and to achieve my aims I need your support: I need you to work together to make sure you are the best – the fairest, safest – gambling operators in the world,” said Neil McArthur, chief executive of UKGC.
McArthur added that he was looking to have gaming operators collaborated and focused on three aspects. First, he wanted them to understand the early signs that reflect a gambler is experiencing or developing problems. Second, he hoped that gambling companies could then interact with those gamblers to make sure they have access to support and advice. Lastly, McArthur wanted gambling firms to regain public trust by adjusting their advertising strategies.
“This is a call to action to join the race to the top,” said McArthur. “A race to put your customers, their enjoyment and their safety at the top of the agenda for your management meetings, your board meetings and meetings with your investors.
“A race to approach the minimum requirements we impose as exactly that: minimums not maximums. A race to look for real solutions to the public health issue of gambling-related harm.”
Secretary of State for Digital, Culture, Media and Sports Jeremy Wright, Twitter UK and representatives from the Advertising Standards Authority as well as the Competition and Markets Authority also attended the conference.
ASA chief executive Guy Parker commented: “The existing rules that regulate the content and targeting of gambling advertising are working effectively, but there is public concern about the timing and quantity. The Gambling Commission conference is a great opportunity for gambling firms to discuss how those concerns might be addressed.”
The conference was held in the midst of increasing concerns about gambling advertising. The Church of England has recently joined Labour, LibDems and SNP to back a ban on gambling advertisements aired during live sports events. Also, there have been calls to ban loot box gambling in video games, rewards in video games that contain hidden items.