1xBet adviser says gambling industry has lost its social licence and must rebuild trust beyond compliance

Simon Westbury, strategic advisor to 1xBet and, since July, director of 1xCare and chairperson of its advisory board committee, says the gambling industry has lost much of its social licence to operate. He made the comments in an interview with iGaming Business after UK prime minister Andy Burnham grouped betting shops with vape shops when discussing "dodgy businesses" in an August social media post.

Westbury described the remark as an example of perception outrunning evidence. He said the claim was not supported by facts but still resonates with the public. He noted that high street betting shops in the UK are in decline, which runs against the narrative of uncontrolled growth. Because 1xBet does not operate in the UK, he stressed that he was speaking as an outsider.

He criticised industry responses that simply pointed out that gambling is regulated while vape shops are not. In his view, that argument does not change perceptions or advance the debate. He defined social licence as the acceptance of the wider community, rather than a legal instrument, and said it underpins an industry's credibility. To regain it, he argued, operators need to put players at the front and centre of what they do.

Westbury pointed to a focus on instant results, pushing boundaries and finding loopholes. He cited unrealistic welcome bonus wagering requirements as a long-standing example. He also mentioned prediction markets and sweepstakes, without giving his own opinion, saying some observers feel that suppliers moving the same products into those markets does the industry no favours. His advice was to focus on building long-term trust with regulators, governments and society.

He described the political and research climate as highly polarised, citing Brazil's total online gambling ban and strict advertising rules in Italy, the Netherlands and Spain. He said he is seeking research that is meaningful rather than one-sided, and that this will take time.

Westbury also referred to unpublished 1xCare research in which 55% of participating operators said compliance was more important than player protection, a finding he called concerning. He called for safer gambling tools to be built in from conception to delivery, including by suppliers developing new slots, and said some regulator audit reports amount to performative compliance. He added that while 1xBet holds more than 35 local licences, a growing offshore market can undermine the perceived benefits of regulation.