Less than 12 months since the initiative was launched by UK gambling charity GamCare, all the UK’s leading operators have signed up to the Safer Gambling Standard, which aims to address the harm gambling can cause to consumers and young people.

The Standard includes five core commitments: to prevent underage gambling and protect young people; to increase support for treatment of gambling harm; to strengthen and expand codes of practice for advertising and marketing; to protect and empower our customers; and to promote a culture of safer gambling.

In July, Genting UK became the first gambling firm to achieve the Safer Gambling Standard accreditation, and remains the only operator that has achieved advanced level three accreditation for both its online and offline operations. This means that users may face more stringent checks before they can create a new account on Genting, but the result should be a safer and more enjoyable experience for all.

Upon achieving their certification, Genting UK President and Chief Operating Officer Paul Willcock commented: “We’re rightly proud to have achieved this standard which highlights our commitment to creating a safer gambling environment and its importance to us at every level of the business. But now’s not the time for us to standstill on this matter. To ensure we deliver against our long-term strategic aim of eliminating gambling related harms we must continually review our responsible gaming measures and ensure they remain amongst the most robust in the industry.

“The well-being of our customers is our highest priority and we want them to enjoy playing in safe and responsible environment.”

Over the last three months, all the UK’s major operators, including Aspers, Bet365, Caesars, Flutter Entertainment (Paddy Power/Betfair), GVC (Ladbrokes/Coral), Playtech, Rank Group, Sky Betting & Gaming, and William Hill have all committed to sign up to the new measures. GamCare chief executive Anna Hemmings commented: “The commitment to meet GamCare’s Safer Gambling Standard and to work towards achieving our Advanced Level accreditation will drive a step-change in industry standards.”

News of the broad support for the Safer Gambling Standard comes as a new representative body for the UK’s betting and gaming industry, formally launches. The Betting and Gaming Council aims to represent 90% of the UK’s entire gambling sector including high street betting shops, casinos, and online operators, and is tasked with making sure gambling is a safe and enjoyable experience for all players.

The council is chaired by Brigid Simmonds OBE, who was previously served as chief executive of the British Beer & Pub Association and on the main board of Sport England. Upon the launch of the Council, Simmonds commented: “Working together as an industry we will create a culture of safer gambling – increasing the competency of professionals who educate young people, increasing support for treatment, strengthening and expanding codes of practice and empowering consumers.”

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