The UK Gambling Commission has proposed limiting the use of online casino loyalty programs that encourage players make large deposits and place more bets. The position of the regulator is that the existence of special conditions for VIP customers makes both regular and privileged players spend more money and leads to an increase in the number of people addicted to gambling.

The representatives of the Gambling Commission stated that are considering the possibility of banning VIP accounts in online casinos and other incentive programs aimed at ensuring that users return to the site more often. The organization proposes to limit the amount of players' deposits, and also calls for the development of a single code of responsible behavior by operators in the gambling market.

According to the British regulator, online casinos and bookmakers currently receive the majority of deposits from VIP clients, despite the fact that they account for a small share of the total audience. After announcing the possible refusal of VIP programs for fans of gambling, the shares of the largest British bookmaker and online casino operatorWilliam Hills, gambling operator GVC Holdings and providerPlaytech on the London Stock Exchange fell by 2-4%.