Research undertaken by the UK Gambling Commission (UKGC) shows that many people who use online gambling services such as sportsbooks, casinos, and bingo sites feel that trying to make a complaint is “a tedious process” and that brands make it deliberately difficult for their customers to get in touch. The Commission has, therefore, revised its guidance on how operators should handle future complaints.
What changes are the UKGC introducing and why?
The Gambling Commission has been working on updating its operating standards as part of an ongoing project. Part of this work included looking at its advice on how operators should deal with customer complaints.
To help it decide what changes needed to be made, the Commission looked at 34 different complaints policies from across the gambling sector. It found that 8% of gamblers had submitted at least one complaint and that many of them felt that the complaints process is too complicated and long-winded.
It has now identified several areas where it believes that gambling operators could improve their complaints management processes.
One area highlighted is to make it easier for players to find each brand’s complaints procedure, and it is even recommending that a link be clearly displayed on the homepage. It also wants operators to provide their customers with a “virtual paper trail” that will allow them to keep track of their complaint, as well as provide “alternative methods of contact”. In addition, it wants gambling licensees to provide players with “clear signposting to ADR providers”, for instances where complaints need escalating to independent third parties for resolution.
How do I complain to an online bingo site?
If you ever find yourself needing to make a complaint to an online bingo site, you should look at the Help/Contact section or look for a link to the brand’s complaints policy in the website’s footer.
However, your first port of call should be the customer service team who can usually be reached by telephone, email, or live chat to see if they can assist.
If your complaint regards advertising of a bingo product or you believe that a promotion is misleading, you could consider contacting the Advertising Standards Authority.
Many sites are registered with IBAS, an independent adjudication service that can assist with disputes, but easier first contact with brands is a welcome addition that is long overdue.