UK Gambling Commission Launches Pilot for Enhanced Affordability Checks

Pilot Program Overview

The newly announced pilot is a strategic move by the UKGC to refine its approach to financial risk assessments in the gambling industry. Building on extensive consultations and research, the program will test the effectiveness of these measures in a controlled environment before considering a wider implementation. Notably, the pilot will use simulated data from major remote gambling operators rather than involving real consumer accounts.

The primary goal of this initiative is to determine how well these affordability checks can identify high-spending individuals who may be experiencing significant financial difficulties.

Helen Rhodes, Director of Major Policy Projects and Evaluation at the UKGC, explained, “We are testing how operators can be given limited information to understand how severe these financial difficulties might be in order to take action to support the customer.” The pilot aims to provide operators with essential information, enabling them to support customers effectively without causing unnecessary disruption.

Phased Approach and Future Implementation

The pilot will span six to seven months and will be conducted in three phases. During this period, the UKGC will assess several key factors, including the integration of financial risk assessments into the customer journey, the efficiency of credit reference agencies, and the accuracy of the data used. Additionally, the Commission will explore how best to present this data to operators for effective integration into customer interactions.

If successful, these measures could be rolled out more broadly across the industry. The UKGC has committed to working closely with the Department for Digital, Culture, Media and Sport (DCMS) to ensure that any future policies are grounded in solid evidence and continue to protect consumers as the gambling landscape evolves.

Helen Rhodes added, “These decisions would also be informed by wider considerations of data, evidence, consultation responses, and our consumer research.” This approach underscores the UKGC’s dedication to balancing consumer protection with the practical needs of the gambling industry, ensuring that future regulations are both effective and considerate of user experience.