Bookmakers could face ban on VIP status for big-spending customers

A ban on so-called VIP status for important and big-spending customers with online bookmakers is being considered by the Gambling Commission.

Information released by the industry regulator on Friday said that seven out of ten enforcement cases against online operators had involved VIPs or "very large spending" customers.

The commission has told operators they must improve the way they deal with such customers or face tougher action.

The commission's report, which came to light following a freedom of information request by the Guardian newspaper, provided figures from nine unnamed operators showing the percentage of their customer base made up by VIPs and what percentage of deposits they provided.

In the most extreme example, 83 per cent of deposits with one operator came from the two per cent of their customers classed as VIPs.

The report also estimated that from a total of around 47,000 VIP customers, some 3,760 were likely to be problem gamblers, implying that VIPs account for around 2.3 per cent of all online problem gamblers.

The commission said it was already taking action over VIPs including pressuring the industry to bring in a code of conduct and targeted compliance checks, while also considering steps ranging from deposit limits to banning VIP status altogether.

A Gambling Commission spokesperson said: "We have been taking action to address poor practice around the treatment of VIP customers for some time.

"Operators must improve their interaction with VIPs and we have challenged the industry to make faster progress to improve how they manage their customers.

"We have also taken robust action against operators who fail to protect consumers and we will be even tougher if behaviour does not change."

The Betting and Gaming Council said it was working on a new code of conduct for the sector.

BGC chairman Brigid Simmonds said: “Our industry recognises the need to change practices in this area and we will soon publish the terms of a review for a new industry code of conduct.

"We intend to consult widely on shape of this new code, to ensure we are always putting the welfare of our customers first."

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