It’s finally here. The long-awaited UK gambling white paper, which has been consistently delayed, has been released by the government and this set out some significant changes to the domestic betting landscape.

Secretary of State for Culture, Media, and Sport Lucy Frazer, who laid out the details of the paper in the House of Commons, said that the reforms have the overarching aim of “bringing our pre-smartphone regulations into the present day with a gambling white paper for the digital age”.

There will be enhanced online protections for consumers, Frazer announced. The Gambling Commission (the UK regulator) will consult on improving financial risk checks to force companies to better check when punter losses are “likely to be unaffordable or harmful”. The government also plans to introduce a stake limit on online slots of between £2 and £15 per spin, with potential specific measures for 18 to 24-year-olds. HSBC analysts had predicted an upper online slot limit of £5.

Tougher restrictions on marketing are incoming, it was confirmed. The regulator will consider tighter rules on companies offering incentives such as free bets and bonuses to customers and will implement changes on consumer consent to ensure punters have more choice on what marketing they receive.  

There will also be changes at the regulator itself. The Gambling Commission will collect a new statutory levy from operators – the rate and full details are yet to come – which will be used to fund more research, education, and treatment. 

The regulatory landscape will look different going forwards with the creation of an independent gambling ombudsman, which is expected within a year according to the government. This body would “adjudicate complaints relating to social responsibility or gambling harm where an operator is not able to resolve these”.

In good news for high-street operators, the white paper’s final reform area is to address regulatory hindrances to land-based operators. Frazer said in the Commons that she wants to “rebalance regulation and remove restrictions which disadvantage the land-based sector”. To that end, the government intends to increase machine allowances in casinos, let casinos offer sports betting, and allow casinos to offer credit to non-UK residents. 

There was an immediate share price reaction amongst the gambling stocks. Rank Group (RNK) was up 4 per cent and Entain (ENT) up 2 per cent. 888 (888) and Flutter Entertainment (FLTR) shares were flat, meanwhile.