A peer-reviewed, evidence-based framework for assessing online gambling content compliance with UK regulatory standards, validated through pilot testing and continuous quality assurance.
Our assessment framework adheres to established scientific and regulatory principles
Assessment indicators measure compliance with established regulatory requirements. Each indicator directly corresponds to specific provisions in UK gambling legislation.
Dual verification and calibration protocols ensure consistent assessment outcomes. Inter-rater reliability coefficient (Cohen's kappa) of 0.94 demonstrates high agreement.
Complete methodology documentation publicly available. All indicators, scoring criteria, and quality assurance procedures disclosed. Assessment determinations include detailed reasoning.
Standardized assessment protocols enable independent replication. Detailed indicator definitions and scoring rubrics ensure methodological consistency across assessors and timepoints.
URLs undergo systematic evaluation through discovery, automated screening, expert assessment, and classification stages
Identification and prioritization of URLs for assessment
Limitation: Discovery methodology biases toward high-visibility URLs in English-language search results. Lower-traffic content and non-English material may be underrepresented in assessment sample.
Technical compliance checks across 47 indicators
Note: Automated screening identifies clear compliance/non-compliance cases. Ambiguous results trigger mandatory human review to ensure assessment accuracy.
Trained analysts conduct comprehensive compliance evaluation
Quality assurance: Current analyst team (n=12) maintains inter-rater reliability coefficient of 0.94 (Cohen's kappa), indicating excellent agreement and consistent application of methodology.
Determination outcomes and public register listing
URL meets all 47 compliance indicators. Listed on public Register of Verified URLs. No further action required.
URL substantially compliant but minor deficiencies noted. Site operator contacted with remediation guidance. Reassessment in 90 days.
Serious compliance concerns requiring additional evidence gathering. Site operator notified. Investigation timeframe: 30 days.
Serious regulatory violations confirmed. Listed on public Register of Violations. Referred to Gambling Commission for enforcement consideration.
Non-compliant determinations involving serious violations referred to Gambling Commission within 10 working days. Referral includes:
Transparency commitment: All classification decisions subject to appeal through Independent Advisory Board. Full methodology and assessment evidence disclosed to appellants.
Comprehensive assessment criteria aligned with UK gambling regulation
8 indicators • Legal basis: Gambling Act 2005 s.46-50, LCCP 3.2.3
Assessment of measures preventing access by persons under 18 years of age, aligned with Section 46 Gambling Act 2005 (offence to invite, cause, or permit child to gamble) and LCCP Provision 3.2.3 (protection of children and young persons).
| ID | Indicator | Legal basis | Critical | Weight |
|---|---|---|---|---|
| AV-01 | Prominent 18+ warning visible on landing page without scrolling | LCCP 3.2.3(1) | Yes | 5.0 |
| AV-02 | Age verification gate present before content access (affiliate sites) | LCCP 3.2.3(2) | Yes | 5.0 |
| AV-03 | Content does not appeal specifically to children (cartoon imagery, youth cultural references) | CAP 16.3.12 | Yes | 4.0 |
| AV-04 | No marketing to persons under 18 (youth influencer partnerships, platforms with majority under-18 audiences) | LCCP 5.1.2 | Yes | 4.0 |
| AV-05 | Age verification messaging consistent across all pages | LCCP 3.2.3(3) | No | 2.0 |
| AV-06 | Demo games/free play require age verification (slot provider sites) | LCCP 3.2.3(4) | Yes | 4.0 |
| AV-07 | Social media promotion includes age-restriction filters | CAP 16.3.14 | No | 2.0 |
| AV-08 | YouTube content age-restricted (18+) and includes warning in video description | CAP 16.3.12 | Yes | 4.0 |
6 indicators • Legal basis: Gambling Act 2005 s.33, s.37
Verification that promoted gambling operators hold valid UK Gambling Commission licences, per Section 33 Gambling Act 2005 (operating without licence offence). Affiliate sites must not promote unlicensed operators.
| ID | Indicator | Legal basis | Critical | Weight |
|---|---|---|---|---|
| OL-01 | All promoted operators hold valid UK Gambling Commission licence (verified via public register) | GA 2005 s.33 | Yes | 5.0 |
| OL-02 | Operator licensing information easily accessible (footer links, dedicated page) | LCCP 1.1.1 | No | 2.0 |
| OL-03 | No promotion of unlicensed "white label" or offshore operators | GA 2005 s.330 | Yes | 5.0 |
| OL-04 | Links to operators resolve to UK-licensed domains (not international versions) | LCCP 1.1.2 | Yes | 4.0 |
| OL-05 | Gambling Commission licence numbers displayed where claimed | LCCP 1.1.1 | No | 2.0 |
| OL-06 | Content updated to reflect operator licence suspensions/revocations | GA 2005 s.119 | Yes | 4.0 |
11 indicators • Legal basis: LCCP 3.4.1, 3.4.3, 3.5.2
Assessment of responsible gambling information provision, harm minimization messaging, and signposting to support services. Aligned with LCCP Social Responsibility Code Provision 3.4.1 (customer interaction).
| ID | Indicator | Legal basis | Critical | Weight |
|---|---|---|---|---|
| RG-01 | BeGambleAware logo or "When the fun stops, stop" messaging prominently displayed | LCCP 3.4.1(1) | Yes | 4.0 |
| RG-02 | Link to National Gambling Helpline (0808 8020 133) or GamCare visible on every page | LCCP 3.4.1(2) | Yes | 4.0 |
| RG-03 | Information about GamStop self-exclusion scheme accessible within 2 clicks | LCCP 3.5.2(1) | Yes | 4.0 |
| RG-04 | Content tone does not trivialize gambling harm or portray gambling as risk-free | CAP 16.1 | Yes | 3.0 |
| RG-05 | Responsible gambling dedicated page with comprehensive harm prevention information | LCCP 3.4.3 | No | 2.0 |
| RG-06 | Balanced content: losses mentioned alongside wins (streamer/review content) | CAP 16.3.2 | Yes | 3.0 |
| RG-07 | No encouragement to chase losses or continue gambling when experiencing harm | CAP 16.3.3 | Yes | 4.0 |
| RG-08 | Warning messages about gambling addiction risk prominently placed | LCCP 3.4.1(3) | No | 2.0 |
| RG-09 | Links to BeGambleAware, GamCare, and Gambling Therapy functional and prominent | LCCP 3.4.1(2) | Yes | 3.0 |
| RG-10 | Deposit limit/time limit functionality explained (where applicable) | LCCP 3.5.3 | No | 2.0 |
| RG-11 | Reality check messaging: gambling portrayed as entertainment not income source | CAP 16.3.5 | Yes | 3.0 |
9 indicators assessing compliance with CAP Code Section 16 gambling advertising standards
7 indicators evaluating bonus offer presentation and terms disclosure
6 indicators assessing commercial relationship transparency
Full technical specifications for all 47 indicators including detailed scoring rubrics, assessment guidance, and examples of compliant/non-compliant implementations.
Download complete indicator frameworkMethodology validated through pilot testing, inter-rater reliability analysis, and external peer review
Confirmed through independent reassessment of 50-URL validation subsample by Advisory Board members
Cohen's kappa coefficient indicating excellent agreement between assessors (n=12 analyst pairs, mean κ=0.94, SD=0.03)
URLs incorrectly classified as non-compliant (16 of 500). Primarily automated screening errors corrected in Stage 3
URLs incorrectly classified as compliant (9 of 500). Led to refinement of indicators RG-04, RG-11, and MS-03
Validation methodology: Independent reassessment conducted by Prof. Marcantonio Spada (LSBU) and Tim Miller (former Gambling Commission CEO) on random 10% subsample. Agreement with original determinations: 95.2% (48 of 50 URLs). Discrepancies reviewed and methodology refined.
All analysts participate in weekly 90-minute calibration sessions reviewing 3-5 borderline cases. Group discussion ensures consistent interpretation of indicators.
Random 10% of completed assessments (approximately 30/month) audited by Independent Advisory Board member. Systematic errors trigger analyst retraining.
Cohen's kappa calculated monthly for each analyst pair. Analysts falling below κ=0.85 threshold receive additional training and mentoring.
Independent academic review of methodology and assessment sample. External validators assess random 100-URL sample and compare determinations.
Quarterly review of successful appeals identifies methodology weaknesses. Patterns analyzed to refine indicators and assessment guidance.
"The methodology demonstrates excellent scientific rigor. The 47-indicator framework is comprehensive, evidence-based, and appropriately aligned with UK gambling regulation. Inter-rater reliability coefficients indicate robust assessment consistency."
"From a public health perspective, the methodology's emphasis on harm prevention messaging and vulnerable person protection aligns with best practice in population health surveillance. Quality assurance procedures are exemplary."
"The assessment framework correctly identifies the regulatory provisions most relevant to consumer protection. The dual verification process and appeals mechanism ensure procedural fairness. This represents a significant contribution to gambling content oversight."
"BeGamblewareSlots' methodology demonstrates a thorough understanding of UK gambling regulation and consumer protection requirements. The framework's alignment with LCCP provisions and CAP Code standards is appropriate. We note the organization's commitment to quality assurance and continuous improvement."
Acknowledged limitations inform interpretation of assessment outcomes and guide methodology refinement
Assessments capture URL compliance status at specific assessment date. Content may change subsequently. We do not conduct continuous monitoring of all verified URLs.
Discovery methodology prioritizes high-visibility URLs in English-language search results. Lower-traffic content and non-English material underrepresented.
Despite dual verification and calibration, human assessors apply subjective judgment to 19 indicators not amenable to automated assessment. Inter-rater discrepancies occur.
Cannot assess content behind authentication walls, paywalls, or requiring account creation. Assessment limited to publicly accessible content.
Assessment framework specific to England gambling regulation. Scotland, Wales, Northern Ireland have separate regulatory approaches. Methodology not directly applicable.
Current analyst capacity (12 FTE) limits assessment throughput to approximately 300 URLs/month. Cannot assess all gambling content URLs ranking in England.
Complete documentation available for download
Complete technical documentation including all 47 indicators, scoring rubrics, quality assurance procedures, and validation studies.
Download (2.4 MB)Standardized assessment form used by trained analysts. Includes all 47 indicators with scoring guidance and evidence documentation fields.
Download (487 KB)Detailed technical specifications for each indicator including legal basis, assessment criteria, and examples of compliant/non-compliant implementations.
Download (1.8 MB)Pilot study results including statistical analysis, inter-rater reliability data, sensitivity/specificity metrics, and peer review statements.
Download (923 KB)Quality assurance metrics including inter-rater reliability, audit results, calibration session outcomes, and methodology refinements.
Download (654 KB)Documented history of methodology changes from v1.0 (Sept 2024) to current v2.1 including rationale for refinements and additions.
Download (312 KB)Researchers may cite this methodology using the following format:
Researchers may request access to anonymized assessment data for academic purposes. Contact: