Bookmakers told to toe the line over bonus promotions

Promotions and sign up deals come into focus

Bookmaker News

The online betting industry looks as if it is going to start to be shaping itself differently for the future. Gambling websites have come under scrutiny for special bonus promotions which are used exclusively to attract new customers.

Usually, there are strong stipulations attached to welcome bonus promotions, such as needing to play through amounts multiple times before being able to withdraw any cash gained through that promotion. Following a two-year probe by the UK’s Competition and Markets Authority (CMA), the body has announced that that practice has to stop, and that restrictions on game play are made clear to the player.

Bookmakers will no longer oblige players to take part in any publicity either. Any operators not following the new guidelines will face action from the Gambling Commission.

“Gambling always carries a risk, but players should never face unfair restrictions that prevent them from getting at their money,” said George Lusty, CMA project director.

“Firms mustn’t stack the odds against players, by putting unfair obstacles in their way, or making it difficult for them to stop gambling when they want to,” he added.

CMA launched its investigation back in October 2016 jointly with the Gambling Commission. The aim was to “tackle the shared concern around transparency and fairness.” Over 1,000 customers were heard during the investigation, which looked at advertising deals being offered and the experiences of customers from them.

“We back the action taken by the CMA today,” said Sarah Gardner, executive director of the Gambling Commission.

“Gambling firms must treat their customers fairly and not attach unreasonable terms and conditions to their promotions and offers.

“We expect all Gambling Commission licensed businesses to immediately review the promotions and sign up deals they offer customers and take whatever steps they need to take, to the same timescales agreed by the three operators, to ensure they comply.”