Responsible gambling rests on a simple principle: participation should remain a form of entertainment, not a source of harm. In practice, this generally combines clear information for players, limits on how gambling is marketed and advertised, and design choices that reduce the risk of harmful play — alongside genuine consumer protection that guarantees the games themselves are conducted fairly.

• ● Combines player information with limits on marketing and advertising
• ● Applies to how gambling is offered, not only how it is licensed
• ● Covers fair play as well as the prevention of harmful play

Operators and their staff carry an ongoing duty of care towards players — including recognising signs of excessive or harmful play and responding appropriately, rather than simply continuing to take a customer's money. Self-exclusion gives a person a genuine, respected way to voluntarily step back from gambling, for a set period or indefinitely. Alongside this, accessible and clearly signposted complaints handling ensures players and the public have somewhere to turn when something goes wrong.

• ● Self-exclusion offers a genuine, respected way for a player to step back
• ● Duty of care includes recognising signs of harmful or excessive play
• ● Accessible complaints handling gives players and the public real recourse

Some groups face a materially higher risk of gambling-related harm — minors first among them, alongside other groups whose circumstances can make them more susceptible. Protecting these groups is not a separate add-on; it runs through every part of this activity, from who is allowed to participate, to where and how gambling is offered, to how it may be advertised and to whom.

• ● Minors are protected from participation and from targeted marketing
• ● Extends to other groups recognised as being at elevated risk of harm
• ● Informs decisions on the location, design and marketing of gambling activities