How the Better Gambling Forum is setting new standards
The Better Gambling Forum (BGF) is a global initiative focused on strengthening player protection and reducing gambling-related harm through evidence-based policy and responsible gambling practices.
Created as an initiative of the Brain Capital Alliance and developed in collaboration with international stakeholders including the G7/G20, United Nations and World Economic Forum, the forum aims to establish a common framework that regulators, operators, researchers, healthcare professionals and policymakers can use to improve player protection worldwide.
At the heart of the forum’s work is the draft Responsible Gambling Practice and Policy Pillars (RG3P) Framework, which provides a proposed structured approach to preventing and mitigating gambling harm. The framework is intended to serve as a future global benchmark for responsible gambling policies, awareness initiatives, treatment services and regulatory standards.
It is designed to help both emerging and mature gambling markets implement proven player protection measures and continuously improve their approaches over time.
The BGF recently adopted its UN report which was the culmination of work started in the BGF Collaborative Event in New York City in September 2025.
Following on from this event the draft report went through two stakeholder consultations including a webinar in May 2026. The final report has been published and will redefine the Pillars framework for regulators, health official and governments alike.
Public health approach
The Better Gambling Forum views gambling through both a public health and brain health lens. Rather than focusing solely on individual responsibility, the framework encourages coordinated action across multiple sectors, including government, industry, healthcare, research and community organisations.
The objective is to create safer gambling environments while ensuring that support services are available for those experiencing gambling-related problems.
While some countries seem keen on banning or prohibiting certain forms of gambling, the BGF recognises that consumers continue to enjoy gambling and therefore it is better to regulate in such a way as to reduce harm while allowing consumers to enjoy the product.
The six core pillars
The RG3P Framework and UN Report are built around six core pillars that collectively form the foundation of the Better Gambling Forum’s player protection guidance.
1. Education, informed choice and harm prevention
The first pillar focuses on equipping players with clear information about gambling risks and helping them make informed decisions. Educational initiatives are intended to improve awareness of gambling products, odds and warning signs of problematic behaviour.
Prevention strategies aim to reduce harm before it occurs rather than responding only after problems emerge. This is vitally important as it discusses not just messaging and information, but how consumers absorb this information and to what extent it affects their decision-making.
2. Risk detection and intervention
The framework encourages the use of tools and technologies to identify potentially harmful gambling patterns at an early stage. This includes monitoring behavioural indicators and implementing timely interventions when risk is detected. The goal is to support at-risk individuals before gambling-related harm becomes severe. There is a lot of work looking at markers of harm and how industry can identify and utilise these signs in consumer protection.
3. Support, treatment and recovery
A key element of player protection is ensuring access to effective support services. The BGF emphasises the importance of treatment programmes, counselling services, recovery resources and referral pathways that help individuals affected by gambling harm receive appropriate assistance. Integrating this into other critical pathways, such as health services, are critical in adopting a total person approach to support.
4. Gambling environment, product and marketing standards
This pillar focuses on the design and operation of gambling products, venues and advertising practices. The framework promotes standards that reduce the risk of harm, encourage safer gambling environments and ensure that marketing practices are responsible and do not target vulnerable groups. Important in this approach is the architecture of games and how consumers move through the product and play.
5. Ethical industry practices and accountability
The Better Gambling Forum advocates for transparency, ethical conduct and accountability throughout the gambling industry. Operators are encouraged to place player welfare at the centre of their decision-making processes and demonstrate measurable commitments to responsible gambling and consumer protection.
6. Research, evaluation and sustainable funding
The final pillar recognises the importance of ongoing research into gambling behaviour, risk factors and effective interventions. The framework also supports sustainable funding models that ensure long-term investment in prevention, treatment and evaluation programmes. Continuous research allows policies and practices to evolve as new evidence emerges. The key is then turning the evidence into practical application.
Why the framework matters
One of the challenges facing responsible gambling policy is the variation in standards across different jurisdictions. Some markets have highly developed consumer protection measures, while others are still building their regulatory frameworks. The Better Gambling Forum aims to bridge this gap by providing a common reference point that can be adapted to local circumstances while maintaining consistent principles.
By creating a shared framework, the forum hopes to improve collaboration between regulators, operators, public health organisations, treatment providers and researchers. The ultimate objective is to reduce gambling-related harm, strengthen player protections and support healthier gambling environments worldwide.
Next steps and seeking new members
The BGF’s main aim over the next few months is to get further visibility of the Pillars and UN report at major forums and events. The body recently concluded a panel discussion at the UN General Assembly in mid-September and is conducting events at SBC Lisbon, ICE in Barcelona and Davos in January 2027.
The organisation is also seeking new members to augment the expertise and knowledge around play protection. All of this is through its support of the Brain Capital Alliance and its mission to build mental and health resilience from good public policy.
It represents a significant effort to create internationally recognised standards for responsible gambling and player protection, through a comprehensive approach that combines education, early intervention, treatment access, responsible product design, industry accountability and ongoing research.
Supported by scientific oversight and a public health perspective, the framework offers a roadmap for jurisdictions and operators seeking to strengthen consumer protection and address gambling-related harm in an increasingly digital world.