The UK Gambling Commission (UKGC) has had its eyes on VIP programs for quite a while and had, in recent years, seemed as though they may ax the popular marketing schemes entirely. Fortunately for UK-facing gambling operators, the UKGC has decided that they can retain VIP programs but there are some important restrictions that could pose a few challenges going forward.
At the heart of the new rules for operators is a giant dose of personal responsibility, particularly for executives. For starters, compliance rules are being tightened up across the board. Anyone who is in a VIP program will be extensively vetted to make certain that they actually have the money they say they have…and that it’s actually theirs to spend.
In an interesting twist, each VIP player will be assigned an executive level employee who would be personally responsible for his or her adherence the new rules.
Gambling Commission chief executive Neil McArthur addressed the new rules on the UKGC website saying, “We have introduced these new rules to stamp out malpractice in the management of ‘VIP’ customers and to make gambling safer. Our enforcement work has identified too many cases of misconduct in the management of VIP schemes and this is the last chance for operators to show they can operate such schemes appropriately.”
“We understand that the number of customers signed up to ‘VIP’ schemes has already reduced by 70% since we challenged the industry to get its house in order, last year. Whilst that is a sign of the positive impact our innovative approach to collaborative working can have, these new rules are designed to ensure progress continues to be made to protect vulnerable customers,” he added.
The new plan goes into effect at the end of October.