Key Moments:
- The UKGC has introduced evidence-based reforms focusing on reducing risk and strengthening customer safeguards.
- Since April, 25 operators have paid £15 million in fines or settlements, while over 2,000 operators are licensed in Great Britain.
- Recent assessments found over 73 percent of operators rated Good or Satisfactory last year, and nearly 66 percent met the standard in the first two quarters of this year.
Leadership and Industry Alignment for the Years Ahead
European Safer Gambling Week has showcased seven distinct viewpoints from across the gaming sector, shedding light on the emergence and escalation of gambling harm, as well as preventative strategies. The UK Gambling Commission (UKGC) has provided the final perspective through an exclusive SiGMA News interview with Deputy Chief Executive Sarah Gardner, highlighting how the Commission’s safer gambling objectives will influence decisions moving forward.
Gardner emphasizes the critical role of leadership and collaboration among operators, charities, and regulators. She asserts that shared responsibility underpins the effectiveness of the UKGC’s goals for safer gambling, particularly as 2026 approaches. Safer Gambling Week, as a focal event, serves to unify stakeholders and drive practical implementation of these principles.
Evidence-Driven Reforms Guide Protections
All major regulatory changes this year have been informed by data pinpointing areas of greatest risk. The UKGC’s updated rules now focus on interventions that reduce gambling intensity, bolster customer control, and provide protection before harm occurs.
Financial vulnerability checks, utilizing publicly accessible data, have been introduced to identify and assist customers at financial risk, including those under bankruptcy orders. These are designed as light-touch measures to safeguard the most vulnerable.
Key operational reforms include the removal of auto-play, a reduction in online game speeds, more stringent age verification in physical venues, and changes to marketing practices such as mixed-product offer restrictions and limits on bonus re-staking. Crucially, all customers must now set deposit limits before making their first payment, placing personal control at the onset of the gambling journey.
Each measure is targeted to address clearly identified risks, supporting responsible gaming while minimizing impact on those not at risk.
Enforcement as a Catalyst for Industry Learning
Gardner clarifies that enforcement actions serve to elevate standards and strengthen consumer protection. With 25 operators having paid a total of £15 million in fines or settlements since April, the UKGC issues public statements to foster industry-wide learning from regulatory breaches.
She notes that, among more than 2,000 licensed operators in Great Britain, most meet established standards. Enforcement is presented as just one aspect of the Commission’s framework, with early compliance prioritized for the benefit of customers. The UKGC views enforcement as an educational mechanism that brings clarity and fairness while setting transparent industry benchmarks.
Transparency, Engagement, and Policy Development
Transparency remains at the forefront of the regulatory system. Gardner underscores the importance of operators understanding the UKGC’s processes and expectations, fostering a stronger industry foundation and greater trust.
The Commission engages in ongoing dialogue through structured programs, including a Spring Conference, the Operator Engagement Forum, CEO briefings, sector-focused roundtables, and site visits conducted by Board and Executive members. Policy development is likewise informed by collaborative workshops and working groups, facilitating practical insights and reducing misinterpretation.
Technology, AI, and the Necessity of Accountability
With technology shaping compliance activities, Gardner emphasizes that innovation must always align with legal and licensing requirements. Operators are increasingly employing AI algorithms and behavioral models to flag money laundering risks; however, Gardner stresses the importance of transparent and well-understood systems. Operators are expected to articulate how and why their models function, as opaque (“black-box”) decision-making falls short of responsible gambling and anti-money laundering standards.
Demonstrable accountability in technological deployment is a shared industry obligation and central to customer protection efforts.
Keeping People at the Core of Regulatory Action
Gardner points out that, despite its technical appearance, regulation is fundamentally people-focused. Consumer safety, proportionate safeguards, and community well-being are prioritized in every UKGC policy. Gardner clarifies that the UKGC does not mediate personal disputes or recover lost funds, instead focusing on systemic issues and the enforcement of industry-wide safeguards.
While individual complaints can help signal regulatory breaches, the Commission’s duty is to maintain consistent and fair standards, not serve as an ombudsman.
Operational Performance and Future Focus
Sarah Gardner notes steady improvements in operator assessments: over 73 percent were rated Good or Satisfactory last year while nearly 66 percent met that criteria in the first two quarters of this year. However, she cautions that direct comparisons between years have limitations due to varying operator participation in the assessment cycle.
The UKGC is calling for persistent improvement, emphasizing early intervention, transparent communication, and consistent use of data to guide industry progress. These principles will remain at the heart of safer gambling policies in the coming year.
| Indicator | Value | Period |
|---|---|---|
| Operators fined or settled | 25 | Since April |
| Total fines/settlements | £15 million | Since April |
| Licensed operators (GB) | Over 2,000 | Current |
| Good or Satisfactory assessments | 73 percent | Last year |
| Good or Satisfactory assessments | Nearly 66 percent | First two quarters of this year |
Continuing the Industry Conversation
Readers interested in exploring broader perspectives from European Safer Gambling Week can find contributions from Craig Cornforth, Liz Karter MBE, Lauren Vickery, Clarke Carlisle, Dominic Matteo, and Anna Hemmings MBE in the SiGMA News series.
Stay informed on the future of iGaming and safer play by subscribing to SiGMA’s Top 10 News countdown for the latest stories, industry interviews, and expert insights.
- Author
Daniel Williams
