Q&A with Simon Bradbury – Head of Social Responsibility & Compliance, Bacta

Q&A with Simon Bradbury – Head of Social Responsibility & Compliance, Bacta

1. You’ve been leading Bacta’s SR and Compliance efforts for nearly 6 months now. What have been the standout achievements or changes you’ve helped implement during that time?

In the past six months I’ve been focused on giving our Member Support Officer (MSO) team the tools and confidence to really deliver for members. Together we’ve built a stronger, more professional unit that has undertaken specialist training in compliance, licensing, regulation and technology. That’s allowed them to support members more effectively around safer gambling and compliance. I’ve also strengthened our operational engagement with the Gambling Commission, created a new way of communicating directly with members through “Brad’s Briefing,” and updated the Bacta Portal so it provides better day-to-day compliance support while we prepare for new technology rollouts.

2. The SR Exchange continues to grow in relevance. What feedback have you had from operators and staff, and how has it shaped future editions?

The SR Exchange has gone from strength to strength, and the latest event was one of the best attended yet. What really struck me was the quality of the feedback. Staff told us how valuable it was to share best practice with peers from other parts of the country, and the breakout groups proved especially useful. Attendees highlighted how discussions on customer introductions and return-to-play processes gave them real takeaways, while others said the event reassured them that their training and SR policies are on the right track. Having Bryony Sheldon from the Gambling Commission attend and praise the event as advancing safer gambling was also important. We’ve now run six Exchanges in different cities, covering not just safer gambling but also safeguarding, vulnerability awareness and machine technology. Each time we look for fresh, relevant themes so we never stand still.

3. With changing regulation and increasing scrutiny, how do you help members stay compliant while maintaining a positive customer experience?

It’s all about partnership and culture. We work closely with the Gambling Commission and local authorities, but we also focus on sharing best practice across our membership and spotting risks early so we can mitigate them. My aim is to continue to embed a culture where compliance and social responsibility are not seen as a burden, but as part of what it means to run a good business. Through the MSO team we are improving members’ systems, processes and access to information, whether that’s self-exclusion tools, compliance updates or guidance through the Bacta website.

4. You now manage the MSO team. What have you done to build consistency and confidence across that support network?

I’m proud of the consistency and professionalism of the MSO team. Despite changes elsewhere in Bacta, the team has stayed constant and that stability matters to members. Many see the MSOs as the face of Bacta. They’re there to help not only on compliance and safer gambling, but also on issues like technology, finance, banking and even PRS/PPL. Members know the MSOs are contactable seven days a week, and that they’re always looking to develop their knowledge through training and experience. They also play an important role in feeding member insight into Bacta’s committees, so that the lived reality on the ground informs our policy work.

5. You’ve worked closely with GamCare and other safer gambling organisations. What do you think are the most effective partnership models in this space?

Partnership is vital. Over the years we’ve worked with GamCare, GambleAware, Beacon Counselling, ARA and Gordon Moody. The MSO team is embedded across the National Gambling Support Network. For example, in the South West we work with ARA, where one of our MSOs, John Salsbury, gained a Royal Society for Public Health qualification in tackling gambling harm. In the North West we work closely with Beacon Counselling, who provide triage and counselling through MOSES and have also delivered input at our workshops. These organisations are under pressure as demand for their services grows, especially with the statutory levy on the horizon. My team and I will continue working with them so our members can connect customers with the right support.

6. Safer Gambling Week and the SR Exchange are big calendar moments. What does success look like for these campaigns — and how do you track it?

For the SR Exchange, success is about more than saying the event went well. It’s about strong attendance, relevant content and meaningful feedback. We also benchmark against other events and keep building on what we’ve achieved. Ultimately, success would mean no longer needing an SR Exchange because safer gambling is fully embedded in our culture. Safer Gambling Week is about sparking conversations – between staff and customers, between friends, even within families. Success here is measured by whether staff feel empowered to use the opportunity to talk about the tools available. The MSO team provides feedback that helps us understand how effective it’s been in practice.

7. What are the most common misconceptions operators have about SR and compliance — and how do you help shift their thinking?

The first misconception is “I’ll be fine, nothing to worry about.” Our MSO visits help show why that’s not enough. Compliance and SR require constant improvement, not last-minute fixes. The second is “it’s someone else’s job.” We’ve seen a real culture change here: most operators now understand that everyone in the business has a role to play, and that leadership sets the tone. We also work hard to explain the risks of poor compliance and share examples of good practice so operators can see the benefits of doing things well.

8. Looking ahead, what’s next for SR and compliance at Bacta — and what are your top priorities over the coming year?

My priorities are clear. I want to keep strengthening relationships with stakeholders like the Gambling Commission and safer gambling organisations, and I’ll be reviewing our raising standards work to ensure it remains effective. Improving communication with members is central, as is building stronger networks across Bacta’s regions. We’re also investing in technology that will make compliance and self-exclusion easier to manage, and updating the members’ area of the Bacta website so it offers real, practical support. Finally, I want to make sure members have access to the best possible documents, guidance and compliance collateral so they can run safe, responsible and successful businesses.

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3 September 2025

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