Every gambling business licensed in Great Britain must handle customer complaints properly and give unresolved disputes a route to an independent referee. The Gambling Commission set out how that should work in standards and guidance for alternative dispute resolution (ADR), which took effect on 31 October 2018. Here is what they require and what they mean for operators serving British players.
What the standards set out to achieve
The Commission wanted complaints to be easier for consumers and more consistent across the industry. Its stated aims were to:
- simplify and streamline ADR in the gambling sector;
- make the process easier for consumers to access and understand;
- keep gambling ADR in line with the requirements of the ADR Regulations;
- make sure ADR meets consumers' needs in good time;
- make sure gambling businesses only use ADR providers that meet these requirements;
- bring a consistent approach for consumers and businesses alike.
What ADR providers must do
Under the standards, the Commission expects ADR providers to:
- take on as many disputes as they can, and tell consumers quickly when a case falls outside their remit;
- confirm when a complaint has been received, and update the consumer once the operator's information is in;
- keep consumers informed about the stage their case has reached;
- allow consumers to request the information the operator holds about their complaint, unless the law prevents it;
- explain the outcome clearly, including whether any further appeal is available.
The Commission said it would monitor how ADR providers meet these expectations and use its powers where needed to protect consumers.
What it means for operators
- A clear complaints procedure. Customers must be able to find it easily and use it without hurdles.
- Eight weeks to resolve. Once the operator has given its final response, or eight weeks have passed without one, the customer can take the dispute to ADR.
- An approved ADR provider. Operators must use a provider on the Commission's approved list and tell customers which one it is.
- Free for the customer. Taking a dispute to ADR costs the consumer nothing.
- Prompt cooperation. When the ADR provider asks for account records, transaction logs or game histories, they need to arrive quickly and be complete.
Building good complaint handling into your casino
Most disputes come down to evidence: what the bonus terms said, which bets were placed, when a withdrawal was requested. A back office that keeps full player histories and transaction logs makes complaints faster to resolve and ADR cases easier to answer. For the wider set of British obligations, read our guide to UK gambling licensing; for other markets, our licensing overview explains what each jurisdiction expects.
Written and reviewed by the iGaming Software Solutions Editorial Team.
