A key figure behind the UK’s gambling affordability checks has called for a pause, citing concerns over practicality and customer friction.

James Noyes, Senior Fellow at the Social Market Foundation (SMF), has urged the government to review the measures despite previously backing them. His shift raises further doubts about the delivery of the UK’s player protection reforms.

The issue was discussed on the latest episode of the iGaming Daily podcast, where host Charlie Horner was joined by SBC Media Editor-at-Large Ted Menmuir and SBC News Editor Ted Orme-Claye. The three noted the reversal from the SMF, which had strongly supported stricter checks between 2020 and 2023.

Noyes’ concerns focus on whether checks can be delivered as “light-touch” and “frictionless”. In an open letter to Culture Secretary Lisa Nandy, he warned the current model risks creating barriers for consumers.

Menmuir said the wider process remains slow and unclear. “UK gambling is on the platform waiting for a very slow train,” he said, pointing to delays and uncertainty.

Affordability checks were introduced by the UK Gambling Commission (UKGC) to strengthen protections in a digital betting market. A pilot launched in August 2024 for customers hitting £500 net deposit thresholds. It quickly faced pushback over privacy, false positives and low willingness to share financial data.

Orme-Claye said these issues challenge the idea of frictionless checks, especially where open banking is required.

The trio also noted industry reaction. Operators and groups such as the Betting and Gaming Council (BGC) have long warned that intrusive checks could push players to the black market, but responses remain cautious.

With the Department for Culture, Media and Sport (DCMS) unlikely to reopen the Gambling Act review, the government continues to repeat that checks must be “proportionate and frictionless”. For now, the policy remains uncertain.