Compliance Updates
Bet on Compliance: Navigating the Stakes with the UK’s Affordability Checks
By Isabelle Zanzer, Senior Regulatory Compliance Specialist at ComplianceOne Group
Feeling like the deck is stacked against you with all these talks of financial checks in gambling? Wondering if this new game plan will leave your privacy on a losing streak? If so, no need to bet on uncertainty anymore. We’re here to deal you in on the UK’s latest gamble towards responsible betting. Let’s shuffle through the details and lay our cards on the table, as we make sure you’re holding a winning hand in understanding what’s in play. Ready to roll the dice and dive in? Follow me.
On July 26, 2023, the UK Gambling Commission launched consultations on proposed reforms in the Gambling White Paper, focusing on areas like direct marketing, age verification, game design, and financial risk checks. This article delves into the latter, highlighting new financial vulnerability and risk assessments to safeguard customers.
The UK’s consultation introduces two checks for gambling: light-touch financial vulnerability checks and detailed financial risk assessments. The first tier of checks is designed to identify financial vulnerabilities such as bankruptcy orders or significant debts, using publicly available data. The second tier involves enhanced financial risk assessments triggered by significant losses, requiring more comprehensive scrutiny of a customer’s financial situation.
Thus, in simple terms, what is going to happen at the heart of the UKGC’s new measures are two-tiered affordability checks designed to assess the financial vulnerability and risk of consumers engaging in online gambling. The first tier involves unintrusive checks that will be triggered when a customer reaches a specified net loss within a rolling period, using publicly available data to identify potential financial vulnerabilities. To dive a little deeper, this check will be conducted if a customer either has net losses of £125 in a rolling 30 days or £500 within a rolling 365 days. It would need to include “at a minimum a customer-specific public record information check for significant indicators of potential financial vulnerability”, including whether the customer is subject to things such as a bankruptcy order, county court judgment, or individual voluntary arrangement. Net loss would be defined as loss of deposited monies with an operator, not counting restacked winnings or bonus funds.
The second tier represents a more detailed assessment of financial risk, which is activated at higher loss thresholds. A comprehensive financial review is required for gamblers with significant losses, examining their financial data including credit status and spending. If third-party data is unavailable, operators may directly seek customer consent for access, ensuring a thorough understanding of financial health.
The gambling industry’s reception of these checks has been cautiously optimistic, particularly regarding the initial, less invasive tier. However, the prospect of more detailed financial assessments has sparked debate, not only among operators but also among consumers wary of privacy infringement.
As the UK gambling sector adapts to these new regulations, the challenge will be to strike an optimal balance between safeguarding consumers and maintaining the operational viability of gambling platforms. The pilot study represents a critical step in this process, offering valuable insights into the practical implications of affordability checks and the potential need for adjustments in response to industry feedback and consumer concerns.
The outcome of the pilot study and subsequent parliamentary debates are pivotal in shaping the future of affordability checks in the UK gambling sector. As operators, regulators, and consumers navigate these changes, the overarching goal remains clear: to foster a safer, more responsible gambling environment that protects consumers from financial harm while ensuring the industry’s sustainable growth.
Striking the right balance in the new UK gambling regulations is like walking a tightrope. With the introduction of light-touch and in-depth financial risk assessments, operators may face the challenge of protecting players without overstepping into their privacy. These two-tiered checks aim to shield those at risk, using both public data and deeper financial insights.
The key here for operators will be to navigate these waters carefully, ensuring player safety while keeping the game fair and enjoyable. Now, when trying to find a balancing act, we need to consider the following:
- Regulatory Compliance Risk: Reviewing the existing practices against the UKGC’s affordability check guidelines, identifying discrepancies, and recommending changes to align with the new regulations.
- Data Privacy and Security Risk: Evaluating the ability to handle and protect sensitive financial data in line with GDPR and other data protection laws.
- Operational Risk: Assessing the impact of the new checks on daily operations and customer interactions.
- Financial Risk: Analysing the potential financial implications of the affordability checks on revenue and customer base.
- Reputational Risk: Considering the public and customer perception of the affordability checks, especially regarding privacy concerns, the key here, like in all relationships, is communication. For example, it is estimated that just the very highest spending 3 percent of accounts would undergo financial risk assessments. Most financial risk assessments – at least 80 percent – would be carried out through credit reference agencies. The checks are expected to be frictionless and not interrupt the customer journey unless concerns are raised. It is estimated that a further 10 percent of risk assessments will be done through limited data-sharing through third-party open-source banking, which is similarly straightforward from a customer perspective.
Finding this balance involves a tailored approach as one offered by ComplianceOne group, whereby operators can personalize checks based on individual player profiles, ensuring those at higher risk receive the attention they need while others continue to enjoy their play with minimal interruption. It’s about creating a safety net that catches those in need without trapping everyone else in unnecessary checks. The key to a winning strategy is the execute this balance, and understanding what is at stake: Reputation, Sustainability and Trust.
The post Bet on Compliance: Navigating the Stakes with the UK’s Affordability Checks appeared first on European Gaming Industry News.
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The Netherlands Gambling Authority (KSA) has conducted research into the risk analyses that online gambling providers must conduct regarding their sports betting offerings. The study examined the implementation of the identification, analysis and evaluation of risks to the integrity of the relevant matches at four providers. Based on this risk analysis, providers must identify and mitigate match-fixing risks.
Following reports to the Sports Betting Intelligence Unit (SBIU), an investigation has been launched into a possible match-fixing. By examining the providers’ risk analyses, it will become clear whether providers have their analyses properly in place and are adequately assessing, assessing and ultimately mitigating the risks. While the KSA sees room for improvement in areas such as the specification of certain risks, the measures taken and the implementation of the reporting obligation, it is generally positive about the implementation of the providers’ risk analyses. This represents an upward trend compared to a year ago. The KSA continues to randomly audit risk analyses.
Source: kansspelautoriteit.nl
The post Kansspelautoriteit Sees Increasing Risk Analyses of Sports Betting appeared first on European Gaming Industry News.
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The European Gaming and Betting Association (EGBA) announced a new comprehensive pledge establishing standards for responsible influencer marketing across Europe’s gambling sector, reinforcing its commitment to promote best practices in responsible advertising and consumer protection throughout the EU.
The Pledge on Responsible Influencer Marketing in Online Gambling was developed in collaboration with the European Advertising Standards Alliance (EASA) and is the first industry-wide set of influencer marketing standards in Europe’s gambling sector. It represents a significant step forward in addressing the fast-paced evolution of online marketing, particularly the growing use of influencers in the gambling industry.
Building on EGBA’s pioneering Code of Conduct on responsible advertising for online gambling (EGBA Code), the pledge sets out additional standards for all influencer marketing content produced on behalf of EGBA members.
A Comprehensive Framework for Responsible Influencer Marketing
The pledge establishes three core pillars designed to ensure the highest standards of consumer protection:
• Enhanced Advertising Standards: The pledge introduces rules and guidelines on enhanced transparency and age-gating mechanisms to prevent minors from accessing influencer marketing content for online gambling. It builds on the EGBA Code’s prohibition of gambling marketing content appealing to minors by introducing content moderation requirements and audience demographic checks.
• Influencer Selection Criteria: EGBA members commit to working exclusively with influencers who have been screened for responsible marketing conduct and who abide by all applicable advertising standards and legislation. EGBA members encourage the use of training programmes to ensure the influencers they work with remain on top of the latest regulatory and self-regulatory developments for advertising.
• Independent Monitoring and Compliance: EGBA members commit to regularly monitor their influencer marketing content by independent entities, and to promptly remove any content that is non-compliant with the pledge.
The pledge applies to all forms of influencer content, including live streams, stories, posts, videos and any digital content formats.
“As the online advertising landscape continues to evolve, we’re proud to lead the industry with the first comprehensive standards for influencer marketing in Europe’s gambling sector. This pledge demonstrates our members’ commitment to responsible advertising and willingness to go beyond regulatory requirements to ensure the highest standards of transparency and minor protection in their influencer partnerships,” said Maarten Haijer, Secretary General of EGBA.
EGBA members represent leading online gambling operators who are licensed and regulated within the EU. The association has been at the forefront of establishing responsible advertising standards across the industry, with the EGBA Code serving as the first pan-European framework for responsible advertising in Europe’s online gambling sector.
The new influencer marketing pledge will be implemented through EGBA members’ marketing practices, with active engagement with influencers to promote awareness of these enhanced standards.
The post EGBA Launches Pledge on Responsible Influencer Marketing appeared first on European Gaming Industry News.
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Delasport’s groundbreaking sports betting jackpot game, SuperPot, has received full certification from GLI in the UK. With this authorization, SuperPot becomes a one-of-a-kind, dedicated Sportsbook Jackpot solution on the British market.
The news comes just days after the revolutionary solution became certified for Ontario and marked its debut integration there and soon will go live with several brands in the market. SuperPot gives players the chance to predict the outcomes of major sporting fixtures.
Each ticket purchase contributes to a growing jackpot, and the winner is the one with the most correct picks – even without a perfect score. This “Must-Win” mechanic sets the product apart from traditional sportsbook offerings, appealing both to sports bettors seeking new thrills and casino players looking for an accessible entry point into sports wagering.
Advantages for UK Operators
SuperPot introduces an always-awarded must-win mechanic: each round’s pot is paid to the top predictor – players compete against their peers, and the most correct predictions win. This sets it apart from The Tote and free-to-play predictors and broadens appeal beyond horse racing into football, basketball, American football, and ice hockey. UK operators gain an assured strong turnover margin, while players benefit from a guaranteed payout to someone every round.
In addition, licensed operators in the UK, SuperPot represents a new way to grow engagement and extend player lifecycles, while securing stable margins from turnover without added exposure.
“Securing approval in the UK marks a major step forward for us,” said Delasport’s Global Sales Director Reece Calderbank. “SuperPot blends the excitement of jackpots with the passion for sports, offering players an easy-to-understand, highly rewarding experience. It’s designed to stand out in a mature and competitive market and ensure risk-free high margin for Operators.”
Market Outlook
The UK gambling market remains one of the largest and most established worldwide. According to the UK Gambling Commission, the total Gross Gambling Yield (GGY) in iGaming for April 2023–March 2024 reached £6.9 billion, with online Sports betting accounting to £2.4 billion GGY, driven primarily by football and horse racing.
The Tote pools enjoy durable racing liquidity is growing year by year to hundreds of millions and SuperPot gives operators that same mass-appeal mechanic as a paid, must-win product they control and extend it to additional sports and to new segments of players.
Industry research indicates that the UK sports betting market is forecast to grow at a CAGR of 11.4% between 2025 and 2030. Meanwhile, quarterly reporting from the Gambling Commission shows continued growth: in Q1 2025, online GGY rose 7% year-on-year to £1.45 billion, with record levels of active accounts and betting activity.
In such a competitive environment, a product like SuperPot has the potential to deliver an incremental ~2% revenue boost for operators who adopt it, further differentiating their sportsbook offering in the UK’s crowded marketplace.
The post SuperPot, the Unique Sports Betting Jackpot, Now Available in the UK appeared first on European Gaming Industry News.
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