The United Kingdom Gambling Commission's pending Gambling (Licensing and Advertising) Act has sent William Hill in search of ways to prepare their brand for the legislation. That search, and the preparation, brought about the launch of an age-screening tool on Twitter. This preventative measure will help keep underage players from stepping into the gambling environment at William Hill.
Along with the launch, the Gibralter-based William Hill feels confident in reporting that they are the first European bookmaker to have established an age verification tool on Twitter. The brand has plans to include its Italian, Spanish, American, and Australian businesses with the same Twitter safeguards.
Andrea Macqueen, William Hill's group head of regulatory said, “Age verification, disclosure, and consumer protection is paramount across our entire business, and over the last few years has become even more important within our owned digital IP channels such as our apps and website.”
The pending gaming act is calling for the strengthening of underage gambling controls and William Hill's new launch falls right into place in cooperation with the new act as the act appears to be on the way to becoming reality. Although a legal challenge has been filed by the Gibraltar Betting and Gaming Association (GBGA) to refute the strengthening of the underage gambling controls and the 15 percent point of consumption tax.
The general concensus is that William Hill believes the legal challenge by GBGA is destined to failure and William Hill is not trying to challenge the proposed gaming bill and wishes to keep in the good graces of the United Kingdom Gaming Commission.
James Henderson, William Hill's Chief Executive, commented on the challenge to say he felt the company was working closely with the UK government and he "just didn't feel it was appropriate" to get involved in GBGA's legal battle.
More than one UK-facing gaming operator has left the UK marketplace which may be a sign that the gambling act will end up with a decision that beats the GBGA legal challenge. Mansion announced its exit last week in an email to customers. Plus All Slots Casino no longer accepts players from the UK.
Check back for more news as it develops.