Reform Advocate Calls For Pause
The debate around affordability checks in the UK gambling sector has intensified following a notable intervention from a key architect of the policy, raising fresh questions over transparency, implementation, and timing.
Dr James Noyes, a senior fellow at the Social Market Foundation and an early advocate of affordability checks, has called on the UK government to pause their rollout until further evaluation of ongoing pilot schemes is completed. His position marks a significant shift in tone from within the reform movement itself.
In a letter addressed to Culture Secretary Lisa Nandy, Noyes urged the government to halt implementation of what the UK Gambling Commission (UKGC) terms “financial risk assessments” until there has been “adequate evaluation and scrutiny” of the pilot programme.
Noyes was previously a prominent supporter of affordability checks, having contributed to policy discussions that informed the UK government’s 2023 Gambling White Paper. His intervention is therefore being viewed as a notable development in the wider regulatory debate.
He cited concerns around a lack of transparency and emerging reports about the pilot’s effectiveness, including claims of inconsistent data, unclear outcomes, and the potential for unnecessary friction for consumers.
Questions Over Pilot Progress
The UKGC launched its pilot scheme in September 2024 to test a proposed two-tier system of checks, designed to identify gambling-related harm while minimising disruption for most users through so-called frictionless assessments.
However, no final report from the pilot has yet been published, and there have been no substantive updates from the regulator since spring 2025. This lack of communication has become a focal point for criticism, particularly as speculation grows that the Commission’s board could consider next steps in the near future.
The absence of clear findings has contributed to uncertainty for operators, policymakers, and stakeholders attempting to assess the potential impact of the measures.
Racing Sector Concerns Persist
The horse racing industry has been among the most vocal critics of affordability checks, warning of a disproportionate impact on its customer base. Concerns have centred on the possibility that bettors may be unwilling to provide financial information, potentially reducing betting activity.
Industry representatives have also raised the risk that stricter checks could drive some consumers towards unregulated markets, with implications for both consumer protection and sector revenues. The British Horseracing Authority has previously urged policymakers to consider these risks carefully.
Noyes echoed these concerns in his letter, highlighting the need for government to take account of the racing sector’s position and the broader economic role it plays.
Political And Regulatory Pressure Builds
The intervention places additional pressure on the government as it considers the next phase of gambling reform. With affordability checks forming a central component of the policy framework, decisions on their implementation are likely to carry significant implications.
While the UKGC has maintained that the checks are intended to be proportionate and largely frictionless, the growing criticism suggests that key aspects of the policy remain contested.
At present, there is no confirmed timeline for full implementation. As a result, affordability checks continue to represent one of the most closely watched—and debated—elements of the UK’s evolving gambling regulation landscape.
