The UK government has announced its most significant gambling reforms in years, proposing stringent new measures that could fundamentally change how the industry operates and protects consumers.
Mandatory Affordability Checks Take Centre Stage
At the heart of the proposed changes are compulsory affordability assessments for gamblers. Operators would be required to conduct thorough financial risk evaluations for customers showing signs of potential harm. This represents a major shift toward preventative protection rather than reactive measures.
Advertising Under the Microscope
The reforms also target gambling advertising with proposed restrictions on:
- Sports sponsorship deals with gambling companies
- Television advertising during peak viewing hours
- Digital marketing targeting vulnerable demographics
- Promotional offers that encourage excessive spending
Enhanced Player Protection Measures
Beyond financial checks, the government plans to introduce:
- Stronger age verification processes across all platforms
- Mandatory cooling-off periods for high-stakes gamblers
- Clearer display of gambling risks and odds information
- Improved self-exclusion schemes with industry-wide coverage
Industry and Consumer Reactions
While consumer protection groups have welcomed the proposals as "long overdue," industry representatives express concerns about implementation challenges and potential impacts on responsible gamblers. The balance between protection and personal freedom remains a contentious point in ongoing discussions.
The government emphasises that these reforms aim to create a safer gambling environment while acknowledging the need for proportionate regulation that doesn't unduly restrict personal choice.
What Happens Next?
The proposals will now enter a consultation phase, with stakeholders from across the gambling industry, regulatory bodies, and consumer advocacy groups invited to provide feedback. Final legislation is expected to be introduced to Parliament within the next parliamentary session.
