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The importance of interacting with customers

We have requirements in our LCCP which set out the minimum standards that we expect you to comply with.

We know that the industry is making progress, but we want you to do much more to put consumers, and particularly vulnerable consumers, at the heart of your business.

Customer interaction

The following code is relevant to this section:

LCCP: 3.4 Customer Interaction

A key area of safer gambling is customer interaction. It’s about identifying a player who is at risk of harm and interacting with them to reduce that risk. We want you to be focusing on measures which enable you to identify and help players who are experiencing some level of harm from their gambling.

Customer interaction is proactive. An interaction with a customer is part of a process, not an end in itself. It is important to understand what impact your interactions have.

Our guidance

View and download the relevant guidance for your sector:

Customer interaction: formal guidance for remote gambling operators

Customer interaction: formal guidance for premises-based operators.

Video guidance

The following video provides an introduction to customer interaction and what you need to be doing to identify people who may be at risk of, or experiencing, gambling harm. It explains what customer interaction is and how you can execute it properly.

View a transcript of this video

Customer safety is vital across the gambling industry, for new customers and your regulars. That's why the Gambling Commission is strengthening requirements for customer interaction because the way operators identify and communicate with customers who might be at risk of, or experiencing harms is essential for their protection.

This challenge affects all operators, but an online casino will implement requirements in a different way to an adult gaming centre, and a betting shop will differ from a bingo hall. Operators should tailor what they do to fit their circumstances, but compliance is not optional.

So, how do we make customer interaction work?


Operators need processes to identify at risk customers. Are they staking large amounts, gambling a long time, displaying risk flags in their gambling behaviour? Monitor a range of indicators, not just time and spend.


Choosing when and how to offer support to players requires judgment, but you need to do it. Staff must know what to do and be able to explain to players why action has been taken.


Record what you do and the results of it in a book or electronically to find out and understand what works in order to improve and help customers.

We’ve created guidance to help you meet the new requirements. By making customer interaction central to what you do, you can make gambling safer.

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