Influencers

In today's digital landscape, influencers are not merely entertaining or promoting a product; they are active participants in framing the attitudes, thinking and behaviours within the culture they manage as gatekeepers. These particular influencers hold power and privilege; and in the case of gambling, they are essential in either perpetuating the potential harms of gambling or reducing them. Launching in April 2026 we will publish our voluntary Gambling Influencer Code of Conduct and training programme. This Code of Conduct will be aimed at the Creative's and Gambling Sectors in an attempt to raise standards and safeguard UK consumers.  This will pave the way for (i) regulated and legalized gambling only to be offered to their audience and (ii) do this in a safe and responsible manner