GamCare notes that new guidelines focused on land-based gambling venues will ensure resources and support services are more accessible for those who need them.  

Other updates per GamCare’s Code of Conduct guidelines include:  

• Improved signposting and pathways into support organisations for customers, including a QR code directing people to GamCare’s website.


• Guidance on the most impactful placement location for safer gambling information within venues.


• Introduction of discreet resources in venues allowing more customers to access information and support.


• Fundamental principles for the consistent language and effective design of safer gambling messaging.

Updates to guidelines for land-based operators come after the rate of in-person gambling increased from 23% to 26% last year, according to data from the Gambling Commission. 

The Gambling Commission says this rise was driven by the reopening of land-based gambling activities including lotteries, sports betting, fruit and slot machines, horses and bingo. 

GamCare Industry Codes Project Manager Matt Burgiss said: “At GamCare, we know that callers to the National Gambling Helpline regularly cite issues from land-based gambling and that more can be done to support people within the land-based gambling sector.  

“We hope this new Code of Conduct will improve the consistency of safer gambling messaging whilst also signposting into relevant support organisations so that those at-risk of gambling harm are comfortable coming forward and seeking help.” 

Betting and Gaming Council CEO Michael Dugher added: “The BGC is proud to welcome this new GamCare Code, which will guarantee prominent, visible and easily accessible signposting to safer gambling information on help and support in all our members’ land-based gaming venues.  

“This vital code is concrete evidence of this industry’s determination to drive up safer gambling standards for millions of customers, wherever they bet in the UK, and follows similar work from our online members.”