Allwyn UK Secures Responsible Gaming Certification from EL
Allwyn UK has rolled out new measures to promote safer gambling across its National Lottery products. The company recently launched Operation Guardian, a mystery shopper scheme testing whether retailers check IDs for underage players. Results showed that nearly all participating shops complied with age-verification rules.
Operation Guardian involved undercover visits to National Lottery retailers. During the checks, 92.3% of staff correctly asked for proof of age before selling tickets. The high compliance rate reflects ongoing efforts to prevent underage gambling.
Allwyn UK has also introduced stricter purchase limits. Players can now buy no more than 10 Scratchcards in a single transaction. Additionally, a QR code on tickets directs customers to support resources, while retailers receive enhanced training on responsible sales practices. The company’s commitment to safer gambling has earned it key industry accreditations. It achieved Level 4 of the World Lottery Association’s (WLA) Responsible Gaming Framework, the highest possible standard. Allwyn UK also secured the European Lotteries’ (EL) Responsible Gaming Certification, a mark of excellence in player protection. Beyond these certifications, the company joined the National Council on Problem Gambling’s Gift Responsibly Campaign as a Level 2 member. CEO Andria Vidler praised her team for securing both the EL and WLA accreditations in just over a year. She emphasised that the milestones demonstrate Allwyn UK’s dedication to responsible and sustainable gaming.
The new measures and certifications reinforce Allwyn UK’s focus on player safety. With stricter ID checks, purchase limits, and improved support access, the company aims to reduce gambling-related harm. The accreditations further confirm its adherence to global best practices in responsible gaming.
