Consumer Protection Strategy

Preventing Excessive and Underage Play and Promoting Safe Play

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Digital player data is run through behavioural analytics to identify patterns that may be early signs of problem play, such as those who regularly reach the maximum weekly play limits. These players are sent an email to remind them of the tools and support options that are available to them in order to encourage responsible play.

Accredited by GamCare

Our digital platforms undergo an annual independent review by GamCare, which provides assurance that we are compliant with good practice in consumer protection and helps inform the evolution of our consumer protection strategy.

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E. Game Research and Design

As well as conducting primary and secondary research two assessment tools are used in different stages of the game development process to assess the potential impact of games on players:

  • Early in the game development process, the GAM-GaRD tool4 and the ASTERiG5 tool assess the main structural and situational characteristics of a game for potential problems for players
  • Later in the development process, if the game is significantly different to existing games, a market research tool called Game Design Protocol (GDP) evaluates the appeal of the game to vulnerable groups of players

If either tool identifies a potential risk to players, we will either revise the game and/or our marketing, or if the risk is considered too high we will not launch the game at all. Once launched, games are reviewed against the predictions of the assessment tools to assure their effectiveness and inform changes to the game development process.

F. Public Information and Education

Camelot’s aim is that all players and non-players can make informed decisions about National Lottery games. We use a variety of platforms to reach our players and provide them with the right information about responsible gaming. For example:

  • All National Lottery products display the GamCare6 helpline details, the odds of winning, and age restrictions
  • Our retailers have been trained to advise and provide the information to players, including Games Rules
  • Our Players’ Guide, available at retail outlets and The National Lottery website7, outlines how to play responsibly
  • Our Corporate Responsibility website Playing Our Part8 has tools to help players understand their playing behaviour and its impact on themselves and others
  • On our websites we highlight common Lottery scams so that we uphold the integrity of our brands
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G. Advertising and Marketing

The Advertising Standards Authority CAP Code and BCAP Code9 apply to us when marketing and advertising the National Lottery within the UK, and ensure that marketing for lotteries is responsible; in particular the need to protect young people under 18 and others from being harmed by advertising that features or promotes lotteries.

H. Support and treatment for problem gamblers

We want all consumers requiring treatment to be aware of the options available to them. We engage with organisations addressing problem gambling in the UK through GamCare and the Responsible Gambling Trust10.

I. Support for Winners

As well as being a time of extreme excitement and happiness, suddenly winning a substantial sum of money can be an overwhelming and emotional experience for many people. For winners over £500,000, a private banking representative can visit them at home, and we also arrange for a panel of independent legal and financial experts to to offer impartial advice. To aid the winner with their life changing transition a life coach is also available.

Ongoing improvement

Although our impact on problem play is low and we already lead in our provisions for Responsible Play we continue to innovate in our Responsible Play strategy to underpin our digital growth.

Game Design Tools

Our existing tools are acknowledged as very robust, but as we develop new game types we need to make sure that these leading tools are the very best at identifying risks associated with certain game characteristics.

Engage players in online tools

We will engage more players in using our online control tools, which are positioned prominently on our website to make them more accessible. During the period when players are still new to playing online we will include further messaging about Responsible Play. We are also improving the targeting of emails to those players that do hit the play and spend limits.

Behaviour Analytics

We seek to use play data to better understand patterns of play that can lead to problem play. Through understanding play patterns we hope to be able to identify problematic behaviours early, build these triggers into our game design process, and take steps to help players moderate their play.

Preventing excessive and underage play in retail

We are committed to improving our current mystery shopper scheme to better target our testing, and improve support and information for retailers who are not meeting our expectations.

1 European Lotteries Association (ELA) Responsible Gaming Standard –

2 World Lottery Association (WLA) Principles and Frameworks for Responsible Gaming –




6 GamCare is the leading provider of information, advice, support and counselling for the prevention and treatment of problem gambling. Call 0845 6000 133 or visit





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