The Betting and Gaming Council (BG Council) has confirmed that it will be rolling out a new code of practice which will focus on outlining new protocols regarding VIP customers and operator enticements to gamble.

The details of the code of practice, which will be published in Spring 2020, have not yet been published, however, it is expected that it will address the implementation of safer gambling measures.

Brigid Simmonds OBE, Chairman of the Betting and Gaming Council said: “We can announce that the Betting and Gaming Council are drafting a new code of practice to set the highest standards in protecting loyalty and VIP customers as part of our safer gambling commitments.

“We will be consulting with operators, the regulator, charities and other stakeholders on the new code. The code will include requirements we have already identified such as the comprehensive source of wealth checks, barring anyone with a history of self-exclusion from any product or group of products, continual monitoring of betting activity and regular safer gambling interactions.

“Further any customer identified at risk must not be not invited to hospitality, must stop receiving all marketing communication and their loyalty or VIP account or status should be closed. No staff bonuses can be linked to the profitability of VIP or loyalty customers.
“We expect the new code to be published in the spring (2020).”

The BGC, which has replaced the Remote Gambling Association, the Association of British Bookmakers and the National Casino Forum, aims to provide a unified voice for the sector at a time when it is under heightened pressure from regulators, politicians and the media.

Next week Wes Himes, the BGC’s Interim Chief Executive, will speak exclusively to SBC as part of the Webinar series. In the webinar, Himes will detail how the organisation plans to fulfil its mandate of ‘championing industry standards’, while improving the representation of all levels and disciplines working within the UK gambling sector.

He will also provide insights on the initial guidance for the BGC’s ambitious ‘22 Actions’ directive, which seeks to reset how stakeholders collaborate to create a safe environment for players, at the same time as promoting the industry.



iGaming expert - with over 10 years of experience in the retail market in Italy and knowledge of global online gaming. In the past he has worked with the largest national gambling companies and he managed some land-based shops on their behalf. Entrepreneur, investor and enthusiast of difficult challenges, in 2015 he founded The Betting Coach Group, an international news and social marketing agency geared towards sports, esports and gambling companies. He is currently the C.E.O of The Betting Coach and is a consultant for Mr. Dragone collaborates with providers (game developers) and event organizers with the aim of helping them develop networks and business across continents. Passionate about journalism, he is the creator and promoter of iGaming Cafè, the first talk show in Italy, dedicated to companies and delegates from the gaming world.