As a world leader in betting and gaming, we aim to provide a positive experience for all our customers; the key to this is ensuring a safe environment. Our approach to safer gambling is simple: we are committed to player safety.

Safer gambling is rooted in our culture and values, embedded across our organisation. From our Board, through our business, to the customer-facing teams and the shop floors.

We dedicate energy and resources to our commitment to player safety. Our approach to safer gambling varies in the specific context of each market’s challenges and needs, and our ambition is to prevent harm across our global footprint.

Our three principles: Engage, Support, Protect

1. Engage: We engage with regulators, governments, industry and academics to evolve our understanding of safer gambling and to deliver a positive and safe environment for our customers.

• We always seek to engage with local stakeholders, bringing our international expertise to bear, and supporting a balanced regulatory framework tailored to local market conditions.
• A critical part of working with policymakers and regulators is our commitment to seek to reduce the scale of the illegal market, ensuring that regulatory objectives are not undermined by black market operators who target the young and the vulnerable.
• We fund numerous research projects both as a company and through trade associations to strengthen our understanding of safer gambling and share the learnings across all our markets for consideration. We have a historic partnership with the Cambridge Health Alliance and is jointly funding research from experts at the University of Liverpool for the next four years.

2. Support: We communicate with our customers and support them with tools and information to promote safer gambling, while equipping our employees with training to identify and help manage the risk of potential harm. 

• Mandatory annual safer gambling training ensures our employees are kept up to date on player protection topics and are trained to spot and adequately respond to problem gambling indicators. 
• Our websites offer information on responsible gambling and where help can be reached should people experience problems. Customers are provided with safer gambling advice onsite and are encouraged to set gambling controls. Customers have direct access to their transaction histories, so they can review their spend to enable them to make informed choices about their gambling activity. 
• We empower our customers to control their play by offering them a suite of tools which can help customers manage their gambling, for example by setting limits on time and/or money spent on our sites.
• We support treatment services to ensure that where people do experience issues, they have access to support.

3. Protect: We protect our customers from risks so that they can have a positive and safe experience using our products.

• We have invested in the research and development of proactive safer gambling account monitoring tools designed to define risk levels to accounts (based on player activity, patterns, and behavioural trends) and to enable appropriate customer interactions. An example of this is ARC (Advanced Responsibility and Care), a tailored customer protection tool that monitors customer activity for risk factors.
• We have established a strong global Customer Protection team of our 400 people to communicate with customers where we have identified a problem or where the customer has raised concerns.
• While processes will differ according to local regulations and codes, we will proactively impose gambling controls where players voice concerns or where we have identified a problem.

This page was last reviewed and updated: April 2025