UK's BGC launches first Code Handbook with 100 measures to boost industry standards

UK trade body Betting and Gaming Council (BGC) has released a comprehensive Code Handbook marking its fifth anniversary. The handbook consolidates 20 codes covering 100 voluntary measures that all BGC members commit to, as part of the council’s ongoing initiative to raise industry standards.

The new Code Handbook integrates all voluntary commitments required for BGC membership, including the organization’s overarching Code of Conduct. While some measures are aligned with existing License Conditions and Codes of Practice (LCCP) mandated by the Gambling Commission, the majority exceed regulatory requirements.

The BGC has also partnered with the government and regulatory bodies on over 50 additional initiatives, further enhancing standards introduced following last year’s White Paper on gambling reforms.

Key measures in the handbook center on safer gambling practices, covering advertising standards, enhanced spending checks, customer support, and tools like deposit limits and time-outs. Among the noteworthy efforts is a whistle-to-whistle ban on betting ads during live sports before 9 p.m., which led to a 97% reduction in ads seen by children during those hours.

BGC CEO Grainne Hurst highlighted the new handbook as a testament to the council's commitment to safer gambling. “I am delighted to announce this new Code Handbook, which comprises over five years of determined work to raise standards, across the board,” said Hurst.  “We are determined to deliver the foundations for a sustainable sector, built on stability, growth, and diversity, ensuring our members set the global standard for our world-class industry.”

The Code Handbook also addresses responsible advertising commitments, requiring 20% of all TV, radio, and digital ads to promote safer gambling messages. These standards are extended to land-based operators, with regulations on shop-front advertising and in-casino messaging.

The BGC stressed that these rigorous standards are unique to the regulated market, in contrast to the growing, unregulated black market, where gambling practices often lack safeguards. A recent BGC-commissioned study found that 1.5 million Brits are annually staking up to £4.3 billion ($5.58 billion) with unregulated operators, which contribute neither tax nor economic benefits to the UK and lack the safer gambling protocols enforced in the regulated sector.

Established in 2019, the BGC represents over 90% of the UK’s regulated betting and gaming sector, supporting 109,000 jobs, generating £6.8 billion for the economy, and contributing £4 billion in tax revenue.