The public perception of gambling feels like it is at an all time low. Between negative media, recent policy and government decisions, the implementation of the levy and the new English Devolution and Community Empowerment Bill, it is easy to see how often the industry is vilified in the public eye.
The media appears to relish any opportunity to highlight any failings in the industry. If an operator fails in its duties, the Commission fully investigates and punishes as appropriate in due course, but the media reaction is instant… and the political desire to be ‘tough’ tends to result in at least one sound bite at the optimum moment. Gambling often feels like an easy target in these cases, and the stringent responsible gambling requirements places the target squarely on the operators.
Furthermore, from the EGF to the Gambling Commission’s Spring Conference, it has become clear that research into the industry is overwhelmingly targeted on the potential negatives. There is a clear focus on the harms of gambling and how the industry may be failing to prevent such harms – or even increasing the potential for harm. There does not appear to be much, if any, research into any positives of the industry. The fact it can be healthy, sustainable entertainment, a social environment with enjoyment channelled through product innovation. Fun. I am sure there are a multitude of other positives – and I would love to hear from those who agree with what they think are most vital.
There is of course a natural customer bias against gambling simply for the reason it is possible to lose. And it would be irresponsible to discuss gambling in this way without allowing for the statement that players are also accountable for their own actions. That does not in any way detract from an operators requirement to protect its players and do its utmost to reduce the potential for harm.
The Customer Safety Centre of Excellence at Flutter was a fascinating experience. A fully immersive environment designed for education and practical training, the segment on how to deal with family and friends when your job comes up was a refreshing take on something many of us will have experienced. The ability to instil a positive view of the industry thanks to the advances in safer gambling was heartening, and I am sure there will be a number of other operators instilling similar attitudes wherever they can in an attempt to improve the public perception of gambling.
The Statutory Levy
The levy seems to have caused a pivotal shift in this particular corner of the industry. What appeared with great celebration has caused many to scratch their heads and wonder what has happened – or rather what has gone wrong. The old system undoubtedly lacked accountability and was due an overhaul, but the uncertainty which both the industry and the relevant charitable organisations have been left with has been unbearable in some cases.
Aside from the poor management and implementation of the policy which has left many in the lurch, the parameters for funding have also caused much controversy. Any organisations who are entrenched with the operators to help create safer gambling systems are no longer eligible to receive funding. This seems a real shame, and very narrow minded. In the same vein, any organisation who is now receiving funding from the levy cannot have any direct contact with the industry; no direct funding, no data – not even allowed to attend conferences with an industry presence. The word collaboration comes to mind?
The result of this has been a number of fantastic organisations having to make the decision not to apply for funding so that they can continue to collaborate with the industry to create a safe player environment. The industry has a wealth of knowledge of their sector and their players, and most have an increasing desire to put their players first and champion customer safety. Not including them in the conversations seems utterly illogical.
English Devolution and Community Empowerment Bill 2026
This public perception of gambling is echoed across the non-remote sector as well. The English Devolution and Community Empowerment Bill 2026 has now come into force as a result of a great deal of public lobbying. The pertinent section of this Bill is s87 Licensing of gambling premises: impact assessments. The introduction of Gambling Impact Assessments is problematic in so many ways it is hard to list them, but we will be watching closely to see who and when any Licensing Authorities choose to bring these into play.
Amanda Usher