The shares of UK gambling companies fell last Friday after the Gambling Commission proposed curbs on programmes and incentives targeting habitual gamblers.
The commission said in a report that it could ban VIP accounts, which typically offer bigger rewards for frequent gamblers, and limit deposits, while encouraging the industry to adopt a code of conduct.
“We have been taking action to address poor practice around the treatment of VIP customers for some time,” a spokesperson for the commission said.
Betting companies rely on VIP customers for the bulk of their deposits, although they form a small percentage of their total customer base, the regulator said.
The Gambling Commission report comes two months after a cross-party group of lawmakers called for a raft of measures to overhaul online casinos and protect vulnerable people.
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