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Tailoring messages for your customers

This formal guidance for remote gambling operators is not current and from 12 September 2022 operators are no longer required to take it into account. It was published in July 2019 and remained in effect from 31 October 2019 to 11 September 2022.

Following our consultation on customer interaction, Social Responsibility Code Provision 3.4.3 for remote gambling operators has been introduced and the majority of requirements are in effect from 12 September 2022. We issued this update on the regulatory requirements and status of formal guidance regarding customer interaction for remote gambling operators. The guidance issued in June 2022 under Social Responsibility Code Provision 3.4.3 is not in effect and is subject to further consultation. Operators are not required to take it into account.

You may already target your marketing messages to different customers. You could also use insight about your customers, such as how the customer prefers to contact you, to decide the best way to interact with them about their gambling.

Industry-led research (Revealing Reality 2017)(PDF opens in new tab) shows that messages that get customers to think and make their own decisions based on the information they are given can be more effective than messages that seem to be ‘nagging’. Research by Auer and Griffiths 2015 (opens in new tab) also shows that personalising feedback can also improve the impact it has on customers. You should test different types of messaging to see what works best.

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