I am often asked what things I would change in the industry to try and make it fairer for the customer. So here goes. These are just my suggestions. Some will no doubt be difficult to implement. I am sure plenty will disagree with some of them;
1. Independent Ombudsman – This has been mooted for a while in the White Paper but it is absolutely crucial that the betting customer feels that there is an outlet where their grievances can be heard and adjudicated on fairly. The Gambling Commission and IBAS just do not fill that space adequately atm. The Gambling Commission isnt fit for purpose currently and this would help to take some of the burden off them. How would it be funded? There is plenty of money swilling around this industry atm with most going to gambling harm charities atm. If the Ombudsman and the Gambling Commission did their jobs properly there would be far less need for money to be poured into it as it currently is. Worst case is we are always told how much revenue this industry brings to the Government. Well start using it to protect your citizens properly. It is absolutely crucial that this Ombudsman has no ties or links to the gambling operators in their current disguise. The idea that the BGC or IBAS are involved in something like this would destroy any credibility it has from the off. It also cannot just be about gambling harm. It has to address all the issues that customers face.
2. Verification before any bets can be placed online – So the Gambling Commission already has a rule in it’s guidance for operators that it cannot ask for verification at a later date if that information could have been asked for at an earlier date. Despite this guidance being in place it has been ridiculously abused by operators. Given they cannot be trusted on the issue it is time to bring very black and white rules into play. All verification checks must be completed before any bets can be placed. It would remove one of the biggest sticking points the industry currently has where operators endlessly delay payouts/refuse payouts asking for verification.
3. Verification requests must be reasonable – Operators have increasingly asked for more and more obtuse verification in order to keep stalling/not paying out customers. Asking for verification with people holding up pieces of paper, in their underpants, outside their front doors etc. Why would anything other than a copy of your passport or driving license be required? Or utility bills? It should be very clear and consistent across the industry.
4. Fair Terms & Conditions – There is an increasing trend throughout the industry for the t&cs to be utterly ridiculous. They essentially give the operator the power to do anything they want. If they want to confiscate funds they can do. The rules should be standardised across the industry and give a balance between customer and operator. That is simply not the case atm.
5. Data collection – This is a huge area of uncertainty and the rules need clearing up and clarity sought. It must me made a lot clearer for customers exactly what data is being collected and for what purpose. We have seen numerous incidents recently where data is being misused. Operators are told that when certain data is collected, that it cannot be used for commercial purposes. We have seen that suggestion abused regularly. With no consequence. It is the type of issue that the Ombudsman would deal with.
6. Confiscated balances – You would resolve a lot of the issues around this area by insisting that verification is done before bets are placed. If accounts are breaking the T&Cs each case should be automatically referred to the Ombudsman so they can see what is happening. They can see if it is fair and whether the terms and conditions are fair going forward. Evidence would need to be provided.
7. AML abuse – The bookmakers are very good at hiding behind the Anti Money Laundering catch all. The mysterious we can do anything we want because of AML. I struggle to see why there would ever be a need for AML checks if the verification has been done properly and deposits accounted for properly. If you need to check source of funds do that when deposits are made and not at a later stage. There will be times when it matters but it won’t be that often. Clarity as ever would help hugely. It cannot be some murky grey world that bookmakers are taking advantage of AML for their own commercial needs. I understand that those trying to launder money might place lots of small bets hoping to win big bets. Or variations on that theme. That type of patterned behaviour isn’t hard to track these days. I am not saying there isnt a need for AML because there clearly is. The bookmakers need to stop abusing it.
8. Palpable Errors – If the operator wants to void bets on a market this has to be automatically referred to the Ombudsman who can judge whether it is fair or not. Atm far too many times this rule is being abused by the bookmaker and has been for many years. They should have to give very clear indications as to what the price should have been and what was offered. What else was in the market at the time. Not only that but there should be guidelines as to what constitutes a palpable error. A fixed number such as an error of 15% in terms of winning percentage. Bookmakers cannot be trusted to use their judgement in these cases.
9. Bet Maximum clearly displayed – Bet limits should be displayed on all markets. There can be a function for customers to request more with a trader but at the bare minimum everyone should know what bet they can place without having to deposit and just guessing what will happen next. The functionality is there and has been for many years. Bookmakers choose not to use it. They shouldn’t have that option.
10. In play betting delays clearly displayed – Bookmakers should be forced to let customers know exactly how long the delay will be for bet acceptance on a bet in running. Atm these delays vary wildly to suit the operator. They hugely penalise the customer. If something has changed between the customer placing the bet and whether the bet is accepted or not it will inevitably be in favour of the operator. If the price shortens the operator will refuse the bet. If the price increases they will eventually accept the bet and the customer gets poor value. Knowing the delay that will be used helps to reduce that exploitation.
11. Display over rounds on a market – All markets should clearly have the best price percentage labelled on them. Theoretical hold on accas/bet builders. In the same way that fruit machines are obliged to tell customer the Return To Player (RTP). It would help customers understand just what poor value they are getting in certain situations. This is particularly relevant with the rise of Bet Builders. It is not good to see customers get so taken advantage of.
12. Maximum Payouts – Operators should have the technology in place so that they cannot accept any wagers that payout above the defined limits for that company. At present they will accept bets knowing that they will never pay out the bet in full. Type of behaviour we have come to expect from bookmakers.
13. Ban all free bets and loyalty cards – Free bets only encourage poor behaviours within the industry. They encourage customers to place further bets and that can never be a good thing. Loyalty cards in shops do likewise. Loyalty cards are also used to track customers and use their data unwittingly.
14. Account restrictions (1) – One of the more sinister tactics used by bookmakers is to restrict a customer on their sportsbook product but encourage them to use their other products like casinos. These are obviously products where the bookmaker will win in the long term. The rules should be pretty simple. If you restrict a customer at the sportsbook then you have to also restrict that customer on all your other products. Would make bookmakers rethink their current policies on restrictions.
ProPunting 