On 14 April 2022, the UK's Gambling Commission announced new rules, which seek to ensure online gambling businesses do more to identify and take action to protect consumers at risk of harm, will be introduced. The new rules will come into effect on 12 September 2022.

The rules will require operators to:

• monitor a specific range of indicators, as a minimum, to identify gambling harm;
• flag indicators of harm and take action in a timely manner;
• implement automated processes for strong indicators of harm;
• prevent marketing and the take-up of new bonuses for at risk customers;
• evaluate their interactions and ensure they interact with consumers at least at the level of problem gambling for the relevant activity;
• evidence their customer interaction evaluation to the Gambling Commission during routine casework; and
• comply with these requirements at all times, this includes ensuring the compliance of third-party providers.

The new rules come at a time where UK gambling laws are facing sweeping reform, amidst arguably tighter regulatory scrutiny of operators' practices, and the polarising views gambling has been generating amongst interested stakeholders, as all sides seek to lobby for a Gambling Act White Paper which achieves their aims.