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How to apply

Levels of award

To recognise leaders in the field of safer gambling the Standard offers four levels of award from Base Level to Advanced Level 3.

How are the levels awarded?

Businesses are required to meet 10 areas which are the foundation to building a safer gambling approach. The assessment looks at 73 criteria, 52 of which are expected of businesses to meet the the Base Level Standard, with the remaining Advanced Level criteria measuring the degree to which businesses exceed the Base Level. Three of the Advanced Level criteria are mandatory for any businesses wishing to achieve Advanced Levels.

Defining the levels

  1. Advanced Level 3 (61 - 100%)

    Business has adopted a wide range of safer gambling measures that go beyond the social responsibility provisions of their gambling licence

    What does this mean? Level 3 businesses contribute at least 1% of their annual Gross Gambling Yield (GGY)* to safer gambling, and have well-developed safer gambling assurance processes in place, such as recording, testing and continuing to improve customer risk profiling and approaches to proactive and reactive customer interaction.

  2. Advanced Level 2 (31 - 60%)

    Business is developing or has adopted a range of safer gambling measures that go beyond the social responsibility provisions of their gambling licence

    What does this mean? Level 2 businesses contribute at least 0.5% of their annual GGY* to safer gambling, have safer gambling assurance processes in place, and follow many areas of good practice, such as customising training for specific groups of staff.

  3. Advanced Level 1 (1 - 30%)

    Business is developing or has adopted some safer gambling measures that go beyond the social responsibility provisions of their gambling licence

    What does this mean? Level 1 businesses contribute at least 0.2% of their annual GGY* to organisations involved in the prevention, research or treatment of gambling-related harm.

  4. Base Level

    Business has systems and controls in place to comply with the social responsibility provisions of their gambling licence

    What does this mean? Businesses at this level contribute at least 0.1% of their annual GGY* to organisations involved in the prevention, research or treatment of gambling-related harm.

*Our terms and definitions explain GGY in more detail.

Note: The Standard is updated every year, the information given on this page is based on Standard version 2 2020 (see criterion 3.2 for further details on the example above).

Advanced Levels of award

Companies that achieve Advanced Levels of the Standard have done more to evidence that safer gambling is at the forefront of their business. However even those businesses who reach Advanced Level 3 will be first to admit that Advanced Level 3 does not mean perfection. Gambling businesses are often highly complex in nature and there will always be ways in which all these businesses can improve the systems and controls they have in place to identify and protect customers from experiencing gambling-related harm.

Is your business ready?

All businesses who have achieved the Standard have been prepared to go through a rigorous assessment process to evidence their approach to safer gambling. Over 2,500 businesses are licensed by the Gambling Commission. Many of these companies may place safer gambling at the heart of their business, and we would encourage them to contact us to prove it.

Download the Standard

Version 2 2020

Download the Standard document for full details on the assessment process and criteria.

Download the Standard
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Why become accredited?

  • Support: Get independent advice on your performance
  • Benchmark: Our different levels show how you compare to other businesses in safer gambling
  • Prevent: Your accreditation fees are re-invested in GamCare's support and outreach services