The Betting and Gaming Council (BGC) has marked its fifth anniversary with the launch of an extensive Code Handbook, consolidating over 100 measures under 20 codes that its members are obliged to follow. This release underscores the industry’s ongoing commitment to exceed standard regulatory requirements and enhance gambling safety and integrity in the UK.

Elevating industry standards beyond regulatory requirements:

The BGC’s Code Handbook encapsulates the voluntary commitments its operators agree to as a condition of membership, including adherence to the overarching BGC Code of Conduct. Despite three of these codes being integrated into the Licensing Conditions and Codes of Practice (LCCP), the majority of these measures surpass those set by the Independent Gambling Commission.

The initiatives outlined in the handbook include significant efforts to enhance customer protection and promote responsible gambling across the industry’s spectrum—from traditional land-based venues to leading online platforms. Such measures range from advertising restrictions to the promotion of safer gambling tools, highlighting the BGC’s proactive approach to consumer safety.

Grainne Hurst, CEO of the Betting and Gaming Council, expressed her pride in the release, noting in the company’s press release, “I am delighted to announce this new Code Handbook, which comprises over five years of determined work to raise standards, across the board. It is also entirely fitting that we publish this landmark new Code Handbook on our fifth anniversary. The BGC was founded as the industry’s standards body, and this Handbook draws together our sector’s combined efforts, under the leadership of the BGC, to raise standards on safer gambling in the UK.”

The handbook details a variety of safer gambling pledges, including the significant ‘whistle-to-whistle’ ban on TV betting commercials during live sports before 9 pm. This measure alone has seen a 97% reduction in the visibility of such ads to children during those hours. Additionally, BGC members have committed to ensuring that 20% of their TV, radio, and digital advertising is dedicated to promoting safer gambling messages.

Collaborations and future directions:

In addition to the measures already in place, the BGC is actively collaborating with the government and regulatory bodies to initiate over 50 new workstreams as part of the reforms suggested in the latest White Paper. These future initiatives aim to introduce frictionless enhanced spending checks online and expand projects like the Bank Transfer Block, providing greater spending control to customers.

The ongoing efforts reflect the BGC’s dedication to setting a global standard in gambling safety and ethics, a sentiment echoed by Hurst: “Neither the White Paper on gambling reform nor the existing license conditions alone can achieve the world-class standards we aspire to. It requires a collective ambition and independent determination from our members, and this Handbook is a testament to that.”

A recent study commissioned by the BGC has highlighted the risks posed by the unregulated gambling sector, where approximately 1.5 million Brits annually wager up to £4.3 billion with illegal operators. These operators do not uphold the high standards of consumer protection that BGC members commit to, nor do they contribute to the economy or adhere to tax obligations.