Flutter launches safer gambling strategy

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Flutter looks to switch its safer gambling strategy from intervention to prevention, in an attempt to

“make every moment safe for our customers”.

Conor Grant, CEO of Flutter UK and Ireland, said: “Today I am pleased to announce that we have launched a refreshed and comprehensive safer gambling strategy for the UK & Ireland business.

“The strategy is the culmination of many months of hard work, bringing together the best from across our existing businesses, gathering insights from industry experts, customers and colleagues to identify priority issues to focus on, and challenging areas where we need to go further.”

The strategy is broken down into five core principles: discover, educate, empower, understand and support.

The discover aspect aims to advance the industry’s understanding of gambling harm. Educate will implement strategies to improve all customers’ and colleagues’ understanding of gambling harm, while empower refers to establishing protection measures so customers can use Flutter’s products safely.

Understand relates to identifying players who exhibit high risk behaviour, while support concerns how Flutter will interact with customers.

Grant added: “Safer gambling has always been a central part of our culture and colleagues from across the business are committed to the successful delivery of this ambitious strategy and making every moment safe for customers.

“Over the coming weeks I will be providing further information on each of the pillars and why each is so important for our business. We will also be updating regularly against our progress, so stay tuned.”

Flutter recently showed its commitment to ESG by rebranding its board-level risk committee as the risk and sustainability committee.

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