Responsible Gambling (Article No. 270)

Millions of customers around the world have bet with us since we were founded in 1886. They enjoy the excitement of having a bet and the thrill of winning. Betting should be an exciting, sociable and memorable way to spend time. That’s why it continues to be so popular. From the Grand National to the Cup Final, the Olympics to the Super Bowl; events closely associated with betting remain right at the heart of our cultural life.

At Ladbrokes, we’ve built our business by always trying to give our customers the best experience when they choose to place a bet – no matter when, where or how they want to do it. We know our customers and we know the vast majority of them enjoy their gambling in a safe and responsible manner. It’s all part of enjoying the Ladbrokes life. We passionately defend the rights of our customers who like to gamble responsibly across our range of products to continue to do so.

For a small number of people, we know that gambling can cause personal, social, financial or health problems.

We don’t close our eyes or ears to the problems that gambling can cause some people and believe we are very much part of the solution, not part of the problem. We are completely committed to doing all that we can to encourage customers to gamble responsibly and to help those who develop gambling problems get the help they need. The key to this is being a company the customer can trust.

We have a Social Responsibility Board Committee that brings responsible gambling firmly into the Boardroom and has produced a set of KPIs that links executive remuneration with responsible gambling performance from 2015 onwards. This is a major step for us and a first within the sector.

We launched the UK’s first dedicated TV ad to promote responsible gambling with no promotional or sales messages.

We publicly committed to a set of voluntary measures to make our advertising more responsible, when we helped form the industry’s Senet Group. The initiative includes a ban on advertising sign-up offers on TV before 9pm, dedicating 20% of our window advertising space to responsible gambling messages and to the removal of gaming machine advertising from shop windows. All of our in-shop material carries GAMBLEAWARE information.

Our Responsible Gambling Policy

Ladbrokes:

  • believes gambling should be a fun experience
  • believes an informed customer is responsible for their own behaviour
  • believes that customers should be encouraged and assisted to stay in control
  • is committed to spotting potential problem gamblers and helping them to help themselves stay away from harm
  • will only promote our products and services in a responsible manner and will not target young or vulnerable people
  • expects responsible behaviour from every colleague and will continually train them to help people experiencing harm
  • is committed to raising awareness of responsible gambling
  • senior business leaders have remuneration linked to Responsible Gambling targets

Underpinning our policy we have three guiding principles:

  1. Inform: It’s about giving customers the information and tools they need to help them to gamble responsibly in the first place

  2. Safeguard: It’s about encouraging customers to stop while they are ahead and not chase losses

  3. Interact: It’s about spotting when a customer may be losing control of their time or money and helping them to help themselves

Helping You Stay In Control

Whilst the majority of people do gamble within their means: for some, gambling can become a problem. It may help you to keep control by remembering the following:

  • Gambling should be entertaining and fun and not seen as a way of making money
  • Only gamble what you can afford to lose
  • Avoid chasing losses
  • Keep track of the time and amount you spend gambling

We recommend that you set limits for the amount of time and money that you devote to gambling and encourage all customers to set a deposit limit. You should only increase your deposit limit after carefully considering if you can afford to do so. Never decide to increase your deposit limit just because you have lost money and think that by gambling more you will win it back. If you want to increase your deposit limit, we will allow 24 hours to elapse before we action your request and only then once you’ve confirmed that you still want to increase it. You can decrease your deposit limit at any time. If you want to check your deposit limit or change it, please click here for further details. You can access a full history of transactions, withdrawals and deposits through the 'My Account' section. Your balance is always available through 'My Account' and from the Ladbrokes.com home page. You can view your transaction history online for the current and previous year. For other transactions, please contact Customer Support.

We recommend that you set limits for the amount of time and money that you devote to gambling and encourage all customers to set a deposit limit. You should only increase your deposit limit after carefully considering if you can afford to do so. Never decide to increase your deposit limit just because you have lost money and think that by gambling more you will win it back. If you want to increase your deposit limit, we will allow 24 hours to elapse before we action your request and only then once you’ve confirmed that you still want to increase it. You can decrease your deposit limit at any time. If you want to check your deposit limit or change it, please click here for further details. You can access a full history of transactions, withdrawals and deposits through the 'My Account' section. Your balance is always available through 'My Account' and from the Ladbrokes.com home page. You can view your transaction history online for the current and previous year. For other transactions, please contact Customer Support.

If you play machines in our shops, you will be asked whether you want to set limits for the amount of time you want to spend playing and for how much cash you want to spend. We recommend that all customers set their own time and money limits before playing machines. That way, when you reach it, the machine will stop play and remind you that you’ve reached your limit.

Customers that set limits before playing are much more likely to stick to them and be less likely to spend more time or money than originally planned.

If you are concerned about your gambling, then honestly answering the questions below may give you an idea of whether your gambling is problematic:

  • Do you stay away from work, college or school to gamble?
  • Do you gamble to escape from a boring or unhappy life?
  • When gambling and you run out of money, do you feel lost and in despair and need to gamble again as soon as possible?
  • Do you gamble until your last penny is gone, even the fare home or the cost of a cup of tea?
  • Have you ever lied to cover up the amount of money or time you have spent gambling?
  • Have others ever criticised your gambling?
  • Have you lost interest in your family, friends or hobbies?
  • Do arguments, frustrations or disappointments make you want to gamble?
  • Do you feel depressed or even suicidal because of your gambling?

The more you answer 'yes' to these questions, the more likely you are to develop a gambling problem.

We're Here To Help

If you think that you might be developing a problem with your gambling, we recommend that you take some time to reflect on your recent gambling experiences. If you feel that your gambling is no longer fun and entertaining, then it’s probably time to take some action to deal with the situation.

Our Customer Support team can give you some practical advice about how to bring your gambling back under control and you should consider the following steps:

Our Customer Support team can give you some practical advice about how to bring your gambling back under control and you should consider the following steps:

  • Reduce the amount of time and money you are spending on gambling
  • Keep track of the time spent gambling and set yourself a time limit before your start
  • Don’t gamble if you are only doing so to try to win back previous losses
  • Reduce your deposit limit to restrict the funds that you devote to gambling. Click here to see how
  • Think about the times when you are gambling and consider doing something else at that time
  • Don’t gamble if you are under the influence of alcohol, drugs or are in recovery for any dependency
  • Think about the amount of money you are spending on gambling activities. Try calculating how much you spent gambling last month – be honest with yourself - consider whether that is an amount that you can afford to lose, if it’s not then you are probably spending too much

If you think that your only option is to stop gambling completely, then click here to see how to do that.

If you regularly bet in shops, consider having a chat with the shop colleague that you know best, they will be able to tell you how to stay in control and how to set limits on our machines if they are part of your problem.

There are a number of organisations that can assist you with your problem and you can find out more information about them here.

Concerned About A Family Member Or Friend?

We understand that some people who develop a problem with their gambling don’t always realise it. If you are concerned about a partner, family member or friend, you should consider whether the following items apply to the person you are worried about:

  • Do you think their gambling has begun to affect their work, college or university studies?
  • Do you think they are lying to cover up the amount of money or time they spend gambling?
  • Is their gambling becoming a focus for arguments and disagreements with family and friends?
  • Do they borrow or steal money from family or friends in order to gamble?
  • Has their gambling caused them to lose interest in other hobbies and family activities?
  • Have they become violent or abusive towards family or friends as a result of losing money while gambling?
  • Are you concerned that someone under the age of 18 has begun gambling?

If you are concerned that someone you know is being affected by the items above, then you can click here for details of where to get help.

Preventing Under Age Gambling

Gambling whilst under the age of 18 is a criminal offence and Ladbrokes takes its responsibilities to prevent access by under 18s very seriously. Appropriate age verification checks are carried out across all our businesses. If you suspect that someone under the age of 18 is gambling with Ladbrokes online, please contact us here immediately. If you suspect that someone under the age of 18 is gambling in a Ladbrokes shop, please talk to a member of the shop team or contact us here.

Gambling whilst under the age of 18 is a criminal offence and Ladbrokes takes its responsibilities to prevent access by under 18s very seriously. Appropriate age verification checks are carried out across all our businesses. If you suspect that someone under the age of 18 is gambling with Ladbrokes online, please contact us here immediately. If you suspect that someone under the age of 18 is gambling in a Ladbrokes shop, please talk to a member of the shop team or contact us here.

Parental Controls

Ladbrokes uses sophisticated age verification systems and procedures to minimise the risk of underage customers from using our on-line services. Nevertheless, we recommend that parents and guardians who use a family-shared computer to install filtering software in order to restrict internet access to children and minors. There are a number of parental filtering solutions that can be used to monitor or restrict access to the Internet:

www.netnanny.com - filtering software that protects children from inappropriate web content.
www.cybersitter.com - a filtering software which allows parents to add their own sites to block.
www.betterinternetforkids.eu - a website which is co-funded by the EU and provides information about internet filter software and also offers a free test version.

Reality Checks

A Reality Check is intended to give you the option of setting a time frequency at which you will receive an on-screen notification detailing the length of time you have spent gaming.

The Reality Check will apply when you are playing on Slots Games, Casino Games, Live Casino and Bingo. It will not apply to Sports Betting, P2P poker etc.

The Reality Check is an account setting that can be changed at any time by going to "My Account > Responsible Gambling > Reality Checks" and choosing the setting that you believe is appropriate to help you keep control of the time you spend gaming. You must log out of your account and log back in for any new Reality Check setting to take effect.

The Reality Check is an account setting that can be changed at any time by going to the Banking pages (press the 'Deposit' button at the top and look under the ‘Responsible Gambling’ heading), and choosing the setting that you believe is appropriate to help you keep control of the time you spend gaming. You must log out of your account and log back in for any new Reality Check setting to take effect.

Logging out of your Ladbrokes account stops the reality check timer and it will reset when you next place a bet on a gaming product upon your next login.

The reality check function is triggered when you press ‘bet’ or ‘spin’ and the time that you have set has already elapsed, this may mean that the reality check only appears just after the frequency that you have set, as placing the next bet will be the trigger. Importantly, for live events that have an ‘off’ time such as Live Casino, you will not be able to place a bet until the Reality Check window has been dismissed. It is your responsibility to ensure that bets placed on events with an ‘off’ time are placed in sufficient time to acknowledge the Reality Check and to then place your bet if you have the Reality Check option enabled.

The Reality Check pop-up is a tool to help you manage your time spent gambling. It is your responsibility to stop gaming in the time-frame that you believe is appropriate for you personally, and Ladbrokes will not be responsible should you choose to continue gaming or if for any reason the Reality Check functionality fails due to technical limitations or connectivity issues.

A clock is always visible when you are playing on any Ladbrokes gaming products and you are encouraged to make use of this in conjunction with the Reality Check setting to help you control the amount of time that you spend Gaming.

Time-Out From Gambling

Occasionally, some people decide to take a "time-out" from their gambling as a way of regulating the amount of time or money they are spending. Unlike a self-exclusion, time-out lets you decide how long and how often you want to stop gambling online with us. By choosing a time-out, rather than self-exclusion, customers have more flexibility about how long they want to stop gambling for, rather than have a time limit imposed upon them. During time-out, you will be prevented from logging into your Ladbrokes account for the entire period chosen. You will not be able to deposit, withdraw or place bets until the time-out has finished. Once we have confirmed your time-out, you will not be able to cancel it.

To utilise our time-out facility, go to 'My Account' > 'Responsible Gambling' and choose the length of time that you wish to opt out for:

To utilise our time-out facility, go to the Banking pages (press the 'Deposit' button at the top) and look under the ‘Responsible Gambling’ heading and choose the length of time that you wish to opt out for:

Self-Exclusion

When someone reaches the point where they feel they can no longer gamble safely and their only option is to stop completely, then we have the facility to allow customers to stop themselves gambling. Commonly referred to as self-exclusion, the process is instigated by the customer when they believe that they need to stop all gambling to allow them to focus on dealing with their problem.

We offer to help those customers who feel that their gambling is out of control and want our assistance to help them stop.

Someone who enters into a self-exclusion agreement with Ladbrokes online, will be prevented from using their account for the specific period. We currently offer online self-exclusion for periods between 6 months and 5 years.

To use our self-exclusion facility, please call our Customer Support team or send an email to selfexclusion@ladbrokes.com with details of all the accounts you have and the period that you wish the self-exclusion to apply. If a specific period is not given, we will exclude you for the minimum period of 6 months. You may also request to self-exclude by using the automated process available in ‘My Account’ > ‘Responsible Gambling’. To complete the automated process you should close any open browsers or windows being used for gaming or gambling. You will be notified by email when your self-exclusion has been implemented.

To use our self-exclusion facility, please call our Customer Support team or send an email to selfexclusion@ladbrokes.com with details of all the accounts you have and the period that you wish the self-exclusion to apply. If a specific period is not given, we will exclude you for the minimum period of 6 months. You may also request to self-exclude by using the automated process available in the Banking pages (press the 'Deposit' button at the top) under the ‘Responsible Gambling’ heading. To complete the automated process you should close any open browsers or windows being used for gaming or gambling. You will be notified by email when your self-exclusion has been implemented.

Anyone seeking to exclude from Retail betting now has the ability to exclude from all operators in their locality (e.g Ladbrokes, Coral, William Hill, Paddy Power, local independent, etc) by simply calling a Central Self-Exclusion Team working on behalf of all bookmakers in Scotland, England and Wales. The team run the Multi Operator Self-Exclusion Scheme or MOSES. The number is free from landlines and mobiles and is currently available Monday to Friday 09:00 - 17:30. When you speak to the Central Self-Exclusion Team, they will advise you about how you can get help for gambling-related harm and will then create your self-exclusion based on your own needs, typically using shops close to where you work, live and socialise. To self-exclude using the multi-operator scheme, simply call MOSES on 0800 294 2060.

Someone seeking instant self-exclusion from just Ladbrokes shops can still request that from any one of our shops where you will be required to complete a form and supply two suitable passport-style photographs. If you do not wish to go into a branch we encourage you to contact the MOSES scheme on 0800 294 2060. Ladbrokes' Customer Support team are also available via 0800 169 4334 and can give you more information on the scheme.

All Retail self-exclusions are for a period of 12 months, although this can be extended upon request at the end of that period.

At the end of the 12 month self-exclusion, if you decide to want to start gambling again, you will be required to complete a "request to recommence gambling" form if you have entered into a Ladbrokes only self-exclusion to confirm that you have taken steps to control your gambling and that you can safely return to gambling. If you self-excluded using the Central Self-Exclusion Team, then you are required to call them to confirm whether you want to extend your self-exclusion or return to gambling. To extend your multi-operator self-exclusion or confirm you wish to return to gambling after 12 months, simply call the Central Self-Exclusion Team on 0800 294 2060.

After 18 months have elapsed, you can recommence gambling without requirement to complete the form or call the Central Team.

When you self-exclude from Ladbrokes shops, we recommend that you also self-exclude from other gambling establishments in the area/online, as this will assist you to refrain from gambling while you seek help to deal with your problem.

Self-Exclusion – more information & FAQ's

To use our self-exclusion facility, please call Customer Support on 0800 169 4334 or send an email to selfexclusion@ladbrokes.com with details of all the accounts you have and the period that you wish the self-exclusion to apply. If a specific period is not given, we will exclude you for the minimum period of 6 months.

BETDAQ is now part of the Ladbrokes Group of Companies and as a consequence of this, upon self-excluding with Ladbrokes, we are also required to self-exclude any account(s) that you may hold with www.BETDAQ.com. In order to ensure that any accounts held with www.BETDAQ.com have been closed and subject to the Ladbrokes Self Exclusion Policy, we ask you to please send us the usernames of any accounts that you may hold with BETDAQ. Alternatively, you can also contact BETDAQ directly at helpdesk@betdaq.com. Your self-exclusion will be applied for the same length of period on both sites. If for any reason there is a discrepancy in respect to the length of the periods requested, we will apply the longest serving period.

If I was already excluded with BETDAQ am I automatically excluded from Ladbrokes?

If you have self-excluded with either Ladbrokes or BETDAQ from 8th April 2014, a self-exclusion has automatically been applied to both.

Any self-exclusions prior to 8th April 2014 will only be applicable to the platform that you excluded via; self-exclusions have not been applied retrospectively. I.e. if you self-excluded with BETDAQ prior to 8th April 2014, you would not be self-excluded with Ladbrokes, and vice versa, unless you requested a self-exclusion from both companies. If you believe you have an active Ladbrokes/BETDAQ account and wish to self-exclude, please contact us using one of the methods detailed above.

Now that I have excluded with Ladbrokes what does that mean for my Coral account?

Any self-exclusion with Ladbrokes will not affect your Coral Group account or restrict you from activating a Coral Group account. Although Ladbrokes and Coral have now merged we operate separate self exclusions and as such should you wish to exclude from Coral we would ask that you contact them directly.

How soon after requesting a self-exclusion will it be activated?

We will endeavour to apply your exclusion as soon as practically possible, however, please note that this process takes a reasonable working period to implement. We will not consider the self-exclusion period as having commenced until it has been fully implemented and communicated to you.

If after this you find that you can still access any of our services, it is your responsibility to contact us immediately to inform us. Failing this, we will not be held liable to you or any third party if you are able to continue to gamble via the Ladbrokes and/or BETDAQ websites, Mobile Betting Facility, Telephone Betting Service, in our shops or you continue to gamble on any third party’s website or premises.

If I self-exclude, what happens to bets that I have placed which have not yet reached a conclusion?

Any unsettled bets with Ladbrokes will be settled on the result of the event. If your bet is a winner, you can contact our Customer Support team to arrange for the payment of your winnings to be made.

Any unsettled bets with Ladbrokes will be settled on the result of the event. If your bet is a winner, you can contact our Customer Support team to arrange for the payment of your winnings to be made.

In respect of any outstanding bets with BETDAQ, any bets struck as a result of any stakes risked by you which have been matched in accordance with paragraph 10 - part 1 of the BETDAQ Terms & Conditions, shall continue to stand and you will not be able to change or otherwise trade in respect of such funds. If your account realises a profit in respect of such bets, the relevant funds will be remitted to your nominated bank account.

Can I re-activate my account or open a new account during the self-exclusion period?

Accounts that have been self-excluded can not be reactivated under any circumstances until the expiry of the self-exclusion period. Ladbrokes self-exclusion policy involves a joint commitment from us and yourself. We will take reasonable steps to prevent you from re-opening your account or opening new accounts. However, during the period of your exclusion, you must not attempt to re-open any existing account(s) or try to open any new accounts.

If I would like to re-activate my account after the self-exclusion period, can I do this?

At the end of the period, customers may recommence gambling by calling our Customer Support team (emails are not accepted) and should note that a 24-hour waiting period will be imposed. In the event of this, both your Ladbrokes and BETDAQ accounts (if you hold a BETDAQ account) will be reactivated.

At the end of the period, customers may recommence gambling by calling our Customer Support team (emails are not accepted) and should note that a 24-hour waiting period will be imposed. In the event of this, both your Ladbrokes and BETDAQ accounts (if you hold a BETDAQ account) will be reactivated.

Other Sources Of Help

Customers and family members who are experiencing problems with gambling should seek help. If you need to talk to someone about problem gambling then contact:


If you live in the UK and need to talk to someone about problem gambling then contact GamCare: GamCare is a registered charity that provides confidential telephone and online support and counselling to anyone affected directly or indirectly by problem gambling. The GamCare National Helpline can be contacted on freephone number 0808 8020 133 (free calls from all UK landlines and most major mobile networks) everyday from 8am to midnight. Alternatively, visit Gamcare


If you live in Ireland and need to talk to someone about problem gambling then you can contact the Dunlewey Centre, and their helpline numbers are 0800 088 6725 (NI) and 1800 936725 (ROI).


Gambling Therapy provides online, multi-language, support and advice. For more information, visit Gambling Therapy.


Gamble Aware offers more information on responsible gambling, please visit Gambleaware.

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