'Casino' Signage Clampdown Could Affect Gambling Policies Across UK Council Jurisdictions

_{Updated licensing guidelines in Solihull address false advertising. (Image: Solihull Town Centre Karen Cross/Alamy)}

Solihull Council is moving forward with a clampdown on misleading 'casino' signage as part of its updated gambling policy, a decision that may have broader implications for other councils across the country. 

This emerging stance is rooted in recommendations made by a gambling charity (GamCare) aimed at supporting individuals struggling with addiction, and is integral to the council’s mandated three-year framework for licensing and regulating gambling activities.

Council Asked to Consider Public Health Perspective Towards Gambling

Under the Gambling Act, councils are obligated to engage with local police, representatives of the gambling industry, and advocacy groups for individuals affected by gambling harms when formulating their policies. 

Solihull Council has recently concluded a consultation period to gather feedback on its draft policy, during which GamCare—a key charity in this sector—offered a favourable assessment of the council’s efforts. 

They noted, "We commend Solihull Council for going beyond the basic requirements of the Gambling Act and for adopting a public health perspective regarding gambling."

Council Asked to Take Proactive Approach to Training Staff to Identify Gambling Addiction

GamCare emphasised the importance of training for frontline and primary care workers to identify gambling addiction and provide appropriate referral options to local treatment services or the national gambling helpline. 

In response, Solihull Council has updated its policy to include a commitment to facilitate such training, reflecting a proactive approach that other councils may consider emulating.

In addition to addressing addiction, the draft policy acknowledges concerns raised by industry representatives regarding the portrayal of gambling premises including slots and casinos. 

Gosschalks, acting on behalf of the Betting and Gaming Council, highlighted the prevalence of establishments inaccurately branding themselves as casinos in shopfront signage. Consequently, the council has incorporated language into its policy prohibiting any signage that misleadingly suggests the nature of the license held by these premises.

The clause reads, “Premises must not display any signage—on any part of the premises—that may suggest that the license allows different activities than those actually authorized or implies a different type of premises license is in effect.”

Decision to be Reviewed Today

The revised draft policy, along with these amendments, is slated for review at Solihull Council’s licensing committee meeting on Monday, December 2, which is open to public attendance. Should the committee approve the policy, it will subsequently be forwarded to the full council for ultimate ratification.