In an effort to evaluate the effectiveness of consumer protection measures within the online gambling sector, the European Gaming and Betting Association (EGBA) enlisted the services of KPMG. This assessment focused on six member organizations, namely bet365, Entain, Flutter, Betsson, Kindred, and William Hill, with a comparative analysis conducted against websites from other sectors. The aim was to gauge the online gambling industry’s commitment to key areas such as know your customer (KYC), data protection, anti-money laundering (AML), customer safety, and advertising.
Methodology:
KPMG utilized publicly available information on the websites of the six member firms in Denmark and the UK. A thorough examination was conducted, comparing each organization’s performance in the specified areas. Additionally, comparisons were made with websites from diverse sectors, including social media, financial services, relationships, esports, and alcohol retail.
Key Findings:
Comprehensive Information Accessibility:
Member firms’ websites generally provided comprehensive and easily accessible information within their terms and conditions.
Proof of identity requirements for account opening were clearly outlined by all members, except for one Danish website.
Know Your Customer (KYC) and Data Protection:
All member firms received high rankings in terms of KYC and data protection.
The majority demonstrated a commitment to robust consumer protection standards.
Anti-Money Laundering (AML):
Two member firms exhibited shortcomings in their AML measures.
One Danish website scored particularly poorly in the advertising category.
Advertising Practices:
Overall, advertising practices were commendable, with the exception of the mentioned Danish website.
EGBA Secretary General Maarten Haijer praised member firms for their high commitment to consumer protection.
Comparison with Non-Member Firms:
Non-member firms, excluding those in the financial services sector, generally lacked detailed information on their websites in all assessed areas.
KPMG noted that this was not unusual given the nature of services provided by these firms.
All companies, however, demonstrated detailed information regarding data protection and advertising.
The KPMG assessment serves as a valuable barometer of consumer protection within the online gambling industry. The findings highlight the high standards set by EGBA member firms, emphasizing their commitment to ensuring KYC, data protection, AML, customer safety, and responsible advertising. Despite some minor shortcomings, the overall performance of member organizations showcases a dedication to fostering a secure and transparent online gambling environment. As the industry continues to evolve, such assessments contribute to ongoing improvements in consumer protection measures.