21 September 2026
The Gambling Commission has announced sweeping reforms to high-value customer (HVC) and VIP schemes, following concerns that operators were exploiting big spenders through irresponsible incentives and targeting.
The regulator said its 2020 review of these controversial schemes uncovered evidence of harmful practices, including incentives to sustain or escalate spending. "Our compliance work found that too many operators were assuming customers could afford to lose large sums without verifying their financial circumstances," a Commission spokesperson stated. "We demanded substantial changes, and these measures deliver on that commitment."
The new rules, which took effect on 31 October 2020, require operators to conduct affordability checks and confirm spending is sustainable before admitting customers to VIP programmes. Firms must periodically review evidence of customers' identities, income sources, and risk indicators.
Enhanced monitoring of gambling behaviour is now mandatory, with operators required to intervene when customers show signs of harm.
These changes significantly increase compliance demands for casinos, which must now issue warnings to VIPs displaying problematic gambling patterns.
This represents a major shift from previous approaches that prioritised prestige and rewards in VIP schemes.
Operators must now assign a senior executive to oversee each scheme and maintain detailed records of all customer assessments.
The regulator's concerns focus on how VIP schemes may promote harmful behaviour, particularly through cross-selling incentives or encouraging players who've recently suffered losses.
Typical VIP perks include cash rewards, travel packages, and luxury hospitality - benefits the Commission hasn't currently capped in its guidance.
Actor Kavana Hill described how incentives contributed to his £400,000 gambling debt after casinos assumed he could sustain high spending. "At first the rewards were small, but they escalated with my losses - hotel stays, event tickets, international trips," Hill explained. "That initial excitement quickly becomes a trap you can't escape as the debts mount."
While individual cases remain unclear, industry data shows VIP numbers dropped 70% following previous enforcement action - suggesting the new measures may be effective.
"Operators must demonstrate responsible scheme management," the Commission warned. "Where we find inadequate affordability checks or harm prevention, we will use our full powers, including potential bans on non-compliant programmes."
These changes form part of broader gambling reforms in the government's White Paper, which includes proposed limits on promotional offers, stricter advertising controls, and enhanced verification for high-stakes gamblers.
The Commission has also consulted on introducing a £2,000 net loss threshold triggering enhanced monitoring - a measure that could further reduce VIP programme eligibility if implemented.