ABSTRACT
According to Griffiths (2001 a; 2005), the underlying objective of a socially responsible gambling code of conduct is to maximize opportunity and minimize harm. This, it is argued, should also adhere to the established principle of moving forward with caution. Social responsibility and player protection should adhere to ethical principles and is becoming a regulatory requirement in an increasing number of countries. Furthermore it is expected by many customers who want to play with companies that show a high level of integrity. This is particularly relevant to online gaming where trust in the website and the operator is essential. Responsible gaming is about giving people the choice to play well-designed games in a secure and supportive environment. The long-term sustainability of gaming is dependent upon effective responsible gaming initiatives that can help gaming to develop as a low-impact mass-market form of entertainment. Therefore, responsible gaming is not just an ethical or regulatory requirement, it is also good for business, and it should also be about making a profit. After all, it would be irresponsible to be in a position where a reasonable profit could not be made as this would inevitably impact upon the quality of the service offered.
