BETTER CHANGE
The Importance of Integrity in UK Sports Betting
In a landscape where sports and betting are deeply intertwined, maintaining integrity is not just a regulatory obligation but a critical aspect of Better Change’s focus, as explained by founder, Victoria Reed.
e’ve had a few interesting conversations recently with our clients about the level of integrity in the gaming industry and it got me thinking. I think we can all agree that integrity should be the backbone of the sports betting industry in the UK, ensuring that sports remain fair, and that betting remains a trusted, enjoyable activity for millions. In a landscape where sports and betting are deeply intertwined, maintaining integrity is not just a regulatory obligation but a critical aspect of our focus at Better Change as we champion “Positive Play” amongst our operator clients. The very heart of the Positive Play framework encompasses responsible betting behaviours, a safe environment and the protection of all stakeholders - bettors, operators, and sports entities alike.
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Before we delve any further, what do we really mean by the term Integrity? Well at
18 SEPTEMBER 2024
Better Change, Integrity in sports betting refers to the honesty and fairness of the sporting events and the betting markets built around them. It means that every match, game, and competition should be conducted without manipulation, and all betting activities are regulated and transparent. For punters, it ensures that the odds reflect genuine probabilities, free from any unfair influence. For sports, it means that the outcomes are determined by the skill and effort of the participants, not by external factors like match-fixing or corruption.
The UK has long been a global leader in regulated sports betting, with stringent standards set by bodies like the UK Gambling Commission (UKGC). These standards are designed to protect the integrity of both sports and betting markets. The UKGC enforces rules on advertising, responsible gambling, anti-money laundering, and more,
to ensure that the industry operates fairly and transparently. When integrity is upheld, it fosters trust. Trust that the games are real, the bets are fair, and that the entire system operates with the customer’s best interest in mind.
Positive Play is about encouraging bettors to engage with sports betting in a responsible, informed, and enjoyable way that still allows operators to remain commercially viable. It involves protecting bettors from harm, promoting fair play, and ensuring that betting remains a fun and recreational activity, free from stigma or harm. Integrity is at the heart of this effort, as it underpins the entire experience of gambling.
When integrity is compromised, the impacts are far-reaching. Customers lose confidence in the fairness of the odds and the honesty of the competitions they are betting on. This can lead to a sense of disillusionment, and worse,
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