Social Responsibility in Gambling: London Experts Call for Gambling Ombudsman

As a team advising clients in the betting, gambling and gaming industry, we see first-hand how fast the sector is evolving. Innovation, technology, consumer demand and regulatory developments are all driving change, but one thing remains constant: the importance of social responsibility and consumer protection.

We believe it is paramount to the gambling industry that operators can maintain the trust of their customers, the regulator, and the wider public. That trust is built on how operators approach their duty to protect vulnerable individuals and promote safer gambling environments.

Putting Players First

At the heart of socially responsible gambling is a simple idea: that gambling should be a fair and safe form of entertainment.

That means recognising when someone is at risk, having robust measures in place to detect harm, and responding to interact with customers quickly and effectively where appropriate. Whether through self-exclusion tools, affordability checks, or staff training, responsible operators are required to understand that player protection is not just a regulatory box-tick, it’s a core licensing condition.

Our team of gambling experts in London work closely with clients in relation to social responsibility matters and have regular communication with operators to challenge their policies and the way they implement social responsibility measures. Social responsibility is not a one-size-fits-all approach; it requires clear policies, careful risk assessments, and a culture that promotes accountability at every level.

Regulatory Laws and Compliance

The regulatory landscape in the UK continues to evolve. The Gambling Commission has made it clear that social responsibility is a key licensing condition, and we are seeing increasing scrutiny in areas like customer interaction, marketing, customer due diligence, and data use.

The licensing conditions and codes of practice (LCCP) implemented by the Gambling Commission have evolved over time, with many notable updates to the Social Responsibility Code, which is now underpinned by remote operators being specifically required to ‘identify’ those at risk of gambling-related harm, ‘act’ to protect those customers, and then ‘evaluate’ the effectiveness of those actions. This includes remote operators being required to use a range of indicators when identifying harm or potential harm, and taking into account the Commission’s guidance on customer interaction.

An Industry Responsibility

We also recognise the important role industry collaboration plays in advancing social responsibility. From multi-operator self-exclusion schemes to research funding and support for education programmes, progress can be made when stakeholders work together, and, in our opinion, there is much more that still needs to be done in this area to protect vulnerable people.

Gambling Ombudsman

Following the announcement of a review of the Gambling Act 2005 in 2020, the Department for Culture, Media & Sport published its long-awaited White Paper on gambling reforms on 27 April 2023. Included within this was a proposal for a Gambling Ombudsman to be created to adjudicate complaints relating to social responsibility or gambling harm. If necessary, new legislation was also contemplated to mandate cooperation from betting operators.

Despite the above, there is no sign at present that the imposition of a Gambling Ombudsman will be forthcoming. On 10 June 2025, the head of Betting & Gaming Disputes, Paul Kanolik, gave evidence to the All Party Parliamentary Group for Gambling Reform regarding the clear need for a Gambling Ombudsman.

In our view, this is required to:

• Address the current gap of options for consumers to obtain redress;
• Allow for greater betting operator accountability; and
• Assist in creating a more socially responsible industry and to minimise the risk of harm.

London Gambling Experts

We act for gambling customers who have been wrongly treated by betting operators, including where those operators have failed in their social responsibility obligations. As the gambling industry grows, so too does the need for proper consumer protection. Our focus is on holding operators accountable when they neglect their duty to safeguard players—especially those at risk of gambling-related harm.

Implementing appropriate social responsibility policies is not optional, it is a legal and ethical requirement. By challenging poor practices, we aim to contribute to a gambling sector that is fair, transparent, and truly puts consumer wellbeing first.

If you believe a betting operator has failed to uphold its social responsibility duties, our Betting, Gambling & Gaming team can assist, please get in touch with the London team today by email to bettingclaim@ellisjones.co.uk or by telephone on 020 397 847 20.

Help beyond Legal Advice

If you or someone you know is suffering from, or at risk of suffering from, gambling-related harm. It is important that the appropriate help is obtained and there are a wealth of organisations, tools and services available to assist. We would strongly recommend anyone affected by gambling-related harm to seek help and have set out some key options and contacts at “Help Beyond Legal Advice”.