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Back to Impact Metrics
SO1 Protecting children and vulnerable people from being harmed by gambling

Online operator customer interactions

This data is sourced from a sample of the largest licensees who together represent approximately 80 percent of the online market.

Customer interactions indicate that a licensee has identified that a customer might be experiencing gambling related harm and has acted to try to reduce harm or the risk of harm.

The aim of our regulatory activity is for licensees to be identifying and taking action to support those customers whose behaviour indicates they may be at-risk of harm (and evaluating the effectiveness of their approach). The number of interactions undertaken is one indicator of licensees acting in accordance with their responsibilities.

We do not currently collect data to monitor the quality or impact of actions taken by licensees and are looking at how we can develop this metric going forward.

We have focused this metric on interactions with online customers. This is because the various COVID-19 lockdowns during the early period of the corporate strategy meant that gambling premises could not open consistently, and therefore data from premises is currently patchy. We are considering how data from gambling premises can be presented for future metrics.

Number of customer interactions undertaken

Number of customer interactions undertaken.
2020 to 2021 2021 to 2022 2022 to 2023
Customer interactions April to September October to March April to September October to March April to September October to March
Total interactions 5,077,235 6,453,077 6,118,826 6,512,635 6,225,382 5,798,357
Of which were indirect interactions (percentage) Data not collected 96% 96% 96% 96% 94%
Of which were direct interactions (percentage) Data not collected 4% 4% 4% 4% 6%
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