A new regulatory regime for gambling

Client: The Gambling Commission

Gambling is always a contentious issue, but during 2005 and 2006 it hit the headlines as debate raged over the government’s proposal to build a new ‘supercasino’ and opportunities for online gambling soared.

Jo acted as interim Head of Communications for the government’s new Gambling Commission, responsible for setting communications strategy for the new watchdog, as well as for government relations and stakeholder engagement and for branding, website and literature.

Consulting about the new regulatory regime

A key task for Jo was to manage communications strategy for a major national public consultation around the proposed new gambling regulations. The approach included:

• a high level perceptions audit to gauge opinion amongst the policy community
• face to face engagement with faith and community groups, charities, business organisations and other regulators
• an extensive direct mail campaign
• a series of working groups and seminars to capture the views of the gambling industry and of local authorities
• focus groups to help the Commission understand public reaction to its proposed new regulations.

A new website was launched to support this direct engagement, as well as a series of briefing papers. Jo also managed a national media campaign to explain the proposed rules to a hostile media.

 

The vast majority of media coverage and comment included the Commission’s core messages and was favourable in tone – a significant achievement, given the nature of the subject.