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May 2, 2023As US federal and state stakeholders consider tightening advertising rules and putting more controls around responsible gambling messaging, the United Kingdom released a highly anticipated gambling white paper. This white paper calls for similar moves in a more mature gaming environment.
The comprehensive study was presented at the House of Commons. It offers guidance on brick-and-mortar casinos, online casino, and sports betting. The most relevant sections deal with advertising reform and “risk checks.” They suggest putting much responsibility on operators to curb “aggressive advertising practices” and do background or periodic checks to ensure that consumers aren’t betting above their means. The paper’s authors also suggest that operators should take a role in funding responsible and problem gambling initiatives.
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In her introduction, Culture Secretary Lucy Frazer acknowledged that most UK gamblers bet responsibly. And that it is a big part of the culture. She noted that the white-paper recommendations’ intention is not to “inhibit the development of a sustainable and properly regulated industry, which pays taxes and provides employment to service that demand.”
Unlike in the US, gambling parlors are ubiquitous in the United Kingdom, particularly in major cities like London, where William Hill and Ladbrokes are often as available as convenience stores are in America. Legal gambling has a long history in Europe and the UK, where guidance around gambling was last updated in 2005, before the introduction of the iPhone (2007), which changed the global technology equation for everything from shopping to banking to gambling.
In creating the white paper, the Ministry of Culture, Media, and Sport heard from 16,000 interested parties between December 2020 and March 2021. It also held “hundreds of meetings” and referred to recently released publications.
According to the executive summary, Great Britain has a “relatively low” number of problem gamblers — 300,000 among its approximately 67.5 million residents — but an additional 1.8 million “are identified as gambling at elevated levels of risk.” The 300,000 figure represents less than half of 1% of Great Britain’s population.
In addition to the restrictions on advertising, the Ministry of Culture recommends that the Gambling Commission introduce “risk checks.” And impose limiting bets on online slots for lower amounts per spin.
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