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The UK Gambling Commission recently announced stricter measures for betting companies with VIP customer schemes. The measures are aimed at ensuring high-value customers are spending sustainably, and to curb irresponsible incentivisation. Companies will also have to conduct ongoing gambling harm checks on each person to spot signs of problem gambling, and to appoint a senior executive to personally be responsible for their scheme and its impact.

Neil McArthur, Gambling Commission chief executive, said: “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.

“Operators can be in no doubt about our expectations. If significant improvements are not made, we will have no choice but to take further action and ban such schemes.

“These new rules are part of the commission’s comprehensive programme of tougher enforcement and compliance activity which has also seen the introduction of strengthened protections around online age and ID verification, improved customer interaction practices, and the banning of gambling on credit cards.”