Gambling Commission: Allwyn must keep participant protection central as National Lottery digital changes embed

Acting CEO Sarah Gardner told Allwyn’s Participant Protection Conference that the Commission welcomes Allwyn’s recent digital cutover and product approvals but expects ongoing leadership on player protections to preserve trust in the National Lottery.

Verified facts

• Speech delivered by Sarah Gardner, Acting Chief Executive of the Gambling Commission, at the Allwyn Participant Protection Conference (speech as drafted).
• Speech published on the Gambling Commission website with publication date 02 October 2026; it states it was delivered at the conference on 01 October 2026.
• Gardner noted Allwyn completed the largest tech upgrade in National Lottery history earlier in the year (referred to as the 'Digital Cutover').
• The Gambling Commission has approved a number of new games or game changes, including the introduction of Powerball to the National Lottery product mix, which the Commission welcomed.
• The Commission’s published Gambling Survey for Great Britain (GSGB) 2025 data referenced: 31% of participants reported playing The National Lottery in the last four weeks; 11% played National Lottery scratchcards; 6% played online instant win games (figures cited in the speech).
• Gardner stated that over the last 12 months, where Returns to Good Causes data have been published, The National Lottery raised £1.7 billion for Good Causes across the UK.
• Allwyn has embedded new protections for every player who plays The National Lottery online or via the app, and Allwyn committed to strengthening retail protections for players at risk; Gardner acknowledged teething issues but affirmed progress.
• The speech reiterated the Gambling Commission expectation that Allwyn and the National Lottery should be at the forefront of best practice on participant protection under the Fourth Licence regulatory framework.

GEOs and markets

Great Britain / United Kingdom

Brands and organisations

Allwyn; The National Lottery; Gambling Commission

Impact on media buyers

GameHub editorial analysis: Operators, affiliates and media buyers working with National Lottery or National Lottery–adjacent channels should treat the regulator’s tone and stated expectations as a signal that participant‑protection standards will remain a supervisory priority. The Commission’s public endorsement of the Digital Cutover and product approvals (Powerball) confirms continued product innovation under regulatory oversight, while the emphasis on protections — online/app embedding plus retail work — creates an operational expectation: compliance and QA for customer‑facing journeys (including creatives, app UX, retail materials, age/safeguarding flows and player support signposting) must be demonstrable in case of future scrutiny. GSGB participation figures and the stated £1.7bn Returns to Good Causes figure underline that National Lottery channels remain high‑reach and therefore high‑visibility; any missteps affecting player protection could have outsized reputational impact. Media buyers should also note the Commission’s explicit linkage of institutional trust to participant protections — campaigns or affiliate activity that appear to under‑prioritise safeguarding, or that route players to newly introduced games without clear consumer protections and messaging, will be at higher regulatory and reputational risk.

GameHub comment

GameHub editorial analysis: Editorial analysis for GameHub Partners media buyers (EN) — 420 words: The Gambling Commission’s speech by Acting CEO Sarah Gardner is both an endorsement and a reminder. It endorses Allwyn’s delivery of a technically complex Digital Cutover and the Commission’s willingness to approve product innovation (Powerball), which is relevant for media strategies that may consider leveraging new National Lottery products or channels. At the same time Gardner’s repeated emphasis on participant protection, the Commission’s expectation that Allwyn lead on best practice, and the reference to embedded online/app protections signal that regulatory scrutiny will focus on how those protections translate into marketing and traffic flows. For media buyers this creates three practical implications. First, destination QA must be airtight: landing pages, app entry points and retail signposting cited in paid creatives should clearly reflect the protections the Commission describes (self‑exclusion/signposting, clear product risk framing, age and vulnerability checks). Second, audience suppression and creative tone: given the Commission highlights low product risk but non‑zero harm, campaigns should avoid aggressive reward framing for new games and ensure creatives don’t undermine harm‑minimisation messaging. Third, measurement and evidence: keep documented QA, A/B test artifacts and screenshots of responsible‑gambling messaging and opt‑out pathways. If the Commission leans into active supervision, operators and their commercial partners will need to demonstrate the steps taken to protect players end‑to‑end. Finally, the GSGB participation stats and the £1.7bn Returns to Good Causes figure underline scale — National Lottery channels remain a high‑reach, high‑trust inventory. That increases both opportunity and potential downside: brand safety and regulatory reputation must be built into campaign KPIs, not treated as an afterthought.

Editorial note: The “Verified facts” section reports the primary source. The impact and GameHub comment sections are editorial analysis, not claims made by the organiser.