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5. Act responsibly

Being responsible is a prerequisite for success. However, to sustain our business model we choose to go beyond the requirements prescribed by regulation and statute with the objective of providing the world’s safest and most innovative gaming platform founded upon operational excellence and scientific research.

Since 2005 we have been working with the Division on Addiction (‘DOA’), Cambridge Health Alliance, a Harvard Medical School teaching affiliate in order to both expand our knowledge of gambling-related problems and also to help us develop a multi-layered responsible gaming tool that can be tailored to an individual’s requirements.

However, our approach to responsibility extends beyond our core gaming business and includes all of our core stakeholders including the communities where we have a physical presence. For more details regarding our approach to stakeholder management please see the Sustainability section of our corporate website:

2011 achievements

Good Citizen
FTSE4Good again recognised the Group as a responsible company

FTSE4Good logo

We continued our pioneering collaboration with the DOA that published three more peer-reviewed academic papers into gambling-related issues in 2011. As well as being widely acclaimed in the academic world, our collaboration with the DOA was commended as part of the independent assessment of our working practices by GoodCorporation (see Responsibility and relationships). In Europe, we helped to establish a Europe-wide agreement on responsible remote gambling measures. The European Committee of Standardisation (‘CEN’) adopted the agreement in February 2011, outlining 134 practical measures aimed at safeguarding a high level of consumer protection and ensuring that remote gambling operators behave responsibly in the European Union. In 2011, together with some of the world’s largest corporations including Google and Vodafone, became a founding member of the ICT Coalition for a Safer Internet for Children and Young People – details of the coalition were published in January 20124.

As well as these corporate initiatives, our employees have also been playing their part in acting responsibly by participating in pro bono activities for worthy causes in local communities. In recognition of our efforts during the year we were again entered into the FTSE4Good Index Series.

Measures of success

Setting EU standards
We passed our audit of 134 CEN standards in 2011

CEN badge
  • Received certification from CEN5 for our responsible gambling measures
  • Re-accredited as a member of the FTSE4Good Index Series
  • Re-certificated by GamCare as a responsible operator
  • Voted Socially Responsible Operator of the Year, 2011 at eGaming Awards
  • In 2011 our staff participated in 120 separate pro bono projects
  • A further three papers published by the Division on Addiction

Plans for 2012

We will continue to build on our research programme with the DOA as we seek to improve our knowledge and understanding and work towards a model of consumer protection tools that can be tailored to individual customers. Our investment in research is not limited to the DOA, we are also committed to supporting the GREaT Foundation in the UK and other responsible gaming charities around the world. We will support local communities through our pro bono scheme that we intend to expand across former bwin offices, as well as through charitable donations.

Our approach
The graphic below summarises our approach to responsible and sustainable business practice