In a recent development, a Flutter Entertainment brand operating as Paddy Power and Betfair (PPB) has been fined £490,000 ($606,000) for sending promotional push notifications to customers who had self-excluded. This straightforward fine, rather than a regulatory settlement, highlights the importance of adhering to responsible gambling practices and protecting vulnerable individuals. The incident serves as a reminder for operators to ensure robust systems are in place to prevent self-excluded customers from receiving marketing material.
Self-Exclusion and Responsible Gambling:
Self-exclusion apps are crucial tools used by individuals who wish to restrict their gambling activities for a specific period. These apps are often employed by those who struggle with controlling their gambling behavior or individuals considered vulnerable. GamStop, a multi-operator self-exclusion scheme, caters to the online sector and provides a platform for users to self-exclude from multiple gambling operators simultaneously.
The Breach and Consequences:
PPB’s breach occurred on 21 November 2021 when their app sent push notifications promoting enhanced odds for a football match between Spurs and Leeds. These notifications were sent to devices linked to accounts that were either GamStop registered or associated with self-excluded customers. The Gambling Commission deemed this action to be in violation of the established rules, resulting in a fine of £490,000. The operator was responsible for taking measures to prevent marketing material from reaching self-excluded customers and promptly removing their data from marketing databases upon receiving notification of self-exclusion.
Flutter Entertainment’s Response:
Ian Brown, CEO of Flutter UK&I, issued a statement acknowledging the mistake and emphasizing Flutter’s commitment to leading the industry in safer gambling. He clarified that the push notification was sent in error and was promptly rectified by the company once identified. The incident did not prompt any complaints from either Paddy Power or the regulator. Brown affirmed Flutter’s ongoing collaboration with the Gambling Commission and its dedication to upholding the highest standards of responsibility in its operations.
The Gambling Commission’s Perspective:
Kay Roberts, Executive Director of Operations at the Gambling Commission, stressed the seriousness with which the commission treats such breaches, even if there is no evidence of intentional marketing or self-excluded customers engaging in gambling activities. Roberts advised all operators to learn from PPB’s failures and ensure the robustness of their systems to prevent self-excluded customers from receiving promotional material. The incident serves as a reminder of the need for operators to prioritize responsible gambling practices and maintain strict adherence to regulatory guidelines.
Promoting Safer Gambling and Industry Lessons:
Flutter Entertainment’s fine for sending promotional push notifications to self-excluded customers highlights the importance of maintaining strong responsible gambling measures within the industry. Operators must prioritize the protection of vulnerable individuals and continuously review and enhance their systems to prevent such breaches. The incident serves as a valuable lesson for operators to remain vigilant, adopt proactive measures, and swiftly rectify any mistakes or oversights. By fostering a culture of responsible gambling, the industry can contribute to a safer and more sustainable gambling environment.
The fine imposed on Flutter Entertainment’s brand, Paddy Power and Betfair, for sending promotional push notifications to self-excluded customers emphasizes the need for strict adherence to responsible gambling practices. Operators must prioritize the protection of vulnerable individuals and implement robust systems to prevent breaches of self-exclusion regulations. Flutter’s swift response, apology, and commitment to operating responsibly underscore the importance of continuous improvement and collaboration with regulatory bodies. This incident serves as a valuable reminder for the industry to prioritize responsible gambling and ensure that all measures are in place to prevent self-excluded customers from receiving promotional material.