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Consultation opens on high value ‘VIP’ customers

The Gambling Commission is seeking views on proposed changes to the rules operators must stick to when interacting with high value customers.

The consultation follows collaborative work with the industry after three challenges were laid down by the Gambling Commission to make gambling safer and reduce harm across the industry.

The challenges were to make faster progress in:

  • raising standards in relation to VIP incentive
  • responsible product and game design
  • online advertising.

The Commission also published a report into the progress made by the industry in those areas and the Commission’s next steps in relation to this work, including input and challenges from the Experts by Experience group.

The changes to the Licence Codes and Conditions of Practice (LCCP) are aimed at focusing operators’ attention on making gambling fairer, safer and crime free when transacting with high value customers.

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Last updated: 9 September 2024

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