Sports betting and gaming group Flutter Entertainment announced Thursday that its Sky Betting & Gaming, Paddy Power, and Betfair brands have been awarded the advanced Safer Gambling Standard by UK Charity GamCare for their “progressive approach and continuous focus toward safer gambling.”
The Safer Gambling Standard is an independent quality standard that assesses measures that businesses have put in place to protect customers from experiencing gambling-related harm.
The brands were awarded Gold Advanced Level 3 – the top level of certification available – following a recent assessment, meaning that Flutter’s three largest online-focused brands within its UK and Ireland (UK&I) division are now providing the highest levels of customer protection according to GamCare.
“Our leading online bingo brand, tombola, also operates to Advanced Level 3 standards and is set to be reassessed by GamCare in the coming months,” the company said in a press statement.
“This latest achievement demonstrates Flutter’s leadership in safer gambling, which has seen our UK&I brands introduce industry-first mandatory deposit limits for customers under 25, a £10 limit on slot products, and our pioneering Affordability Triple Step approach that enhances existing customer protection,” the company further explained.
.@GamCare has recognised the quality of @paddypower, @Betfair & @SkyBetCareers standards to protect customers. We’re proud to receive an independent mark of quality & praise for our positive safer gambling culture across our UK & Ireland brands. More here: https://t.co/gBhLQhEf8c pic.twitter.com/a1uQbj9nMR
— Flutter plc (@FlutterPLC) October 27, 2022
Luke Sugden, Director of Risk and Safer Gambling, Flutter UK and Ireland, commented: “It is a hugely proud moment for everyone at Flutter to have all of our online brands awarded the highest gambling changes by GamCare. A core pillar of our global sustainability strategy – the Positive Impact Plan – is our Play Well strategy, which focuses on providing customers with a positive, entertaining, and safe experience at all times.”
“This certification not only signals progress against this commitment but is a credit to our fantastic colleagues, who continue to put safer gambling at the heart of everything we do as a business,” he added.
Since its last assessment in 2020, Flutter has made several improvements to its safer gambling strategy and approach in the UK&I, including the integration of safer gambling KPIs into objectives and remuneration; improvements made to its compliance and assurance processes; and further investment in the size and expertise of its safer gambling team, which now has over 200 colleagues.
Following a comprehensive review that involved several teams across the UK&I division, assessors from GamCare also praised Flutter for fostering a positive culture regarding safer gambling amongst its UK&I brands, as well as integrating its processes across internal systems such as e-learning, employee communications, and support services, the company noted.