The UK Gambling Commission has announced that it will be delaying the implementation of a key update to its Social Responsibility Code regarding direct marketing by consent. The update was originally scheduled to come into effect on 31 October 2021, but due to ongoing concerns and feedback from stakeholders, the Commission has decided to postpone the change.
The update in question would require gambling operators to obtain consent from consumers before sending them direct marketing materials. This would mean that operators would need to secure explicit permission from individuals before contacting them with promotional offers or advertisements.
The purpose of this update is to ensure that consumers are not bombarded with marketing messages from gambling operators without their consent. It is part of the Commission’s broader efforts to promote responsible gambling and protect vulnerable individuals from harm.
However, the decision to delay the implementation of the update has been met with mixed reactions. Some industry stakeholders have welcomed the move, arguing that more time is needed to fully understand the implications of the change and to ensure that operators are able to comply with the new requirements.
On the other hand, some consumer advocacy groups have expressed disappointment with the delay, arguing that the update is urgently needed to protect consumers from the harmful effects of excessive gambling advertising. They have called on the Commission to prioritize the interests of consumers and to swiftly implement the update.
In response to the feedback received, the Commission has committed to conducting further research and consultations to better understand the potential impact of the update. It has stated that it will also work closely with industry stakeholders to provide guidance and support as they prepare to implement the new requirements.
Overall, the decision to delay the implementation of the update on direct marketing by consent reflects the complex nature of regulating the gambling industry in the UK. The Commission recognizes the importance of striking a balance between protecting consumers and supporting a thriving gambling market, and it is committed to ensuring that the update is implemented in a way that benefits all stakeholders.