GamCare launches new code of conduct on safer gambling messaging

By | March 9, 2021

GamCare has launched a new ‘code of conduct’ for UK licensed operators, co-developed in consultation with industry trade body the Betting and Gambling Council (BGC).

The new code has been established to ensure that licensed gambling businesses provide transparent information on safer gambling tools and support services to their customers, visible across their active brand portfolios.

The safer gambling directive was formed following guidance from GamCare’s lived experience group on gambling harms providing feedback on the charity’s policies.

GamCare stated that UK gambling requires consistency on how safer gambling messages and information are displayed to audiences, reducing the friction for vulnerable customers to access tools and support services available.

In a bid to improve standards, the new code aims to make safer gambling tools easier to understand, while further promoting the specialist support services offered under the National Gambling Treatment Service programme.

The Code primarily covers the display of on-site information, focusing on visibility and consistency of public information displayed and reducing the friction customers experience in accessing safer gambling tools. Its measures include

Ensuring that the following three items of information are prioritised for display on gambling sites and apps:

  •  the gambling business’ safer gambling section or microsite
  •  the website
  • the National Gambling Helpline phone number, Freephone 0808 8020 133

Licensed operators must guarantee that safer gambling tools are sufficiently integrated within their online customer journey, ensuring that there is no friction for customers, irrespective of risk profile, in applying these tools.

In addition, all operators must certify that safer gambling information is presented in a concise way for audiences to understand, putting forward the most effective methods of communicating key information.

As confirmed by the BGC, all members will be forced to apply the code of conduct on safer gambling messaging by August 2021. “We strongly encourage all other businesses offering online gambling activities to implement the Code as well,” it advised.

The full requirements of the new code have been made available via


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