required to implement policies that ensure controls and measures are in place to prevent unauthorized disclosure and use of customer information. Customer information typically relates to data such as name, address, age, telephone number, and email address. Prompt and accurate customer payments Operators must ensure that payments to and from customer accounts must be conducted according to formal and documented processes in an accurate and timely manner. Operators typically ensure that customer funds are managed separately from their own accounts and that they have sufficient cleared funds to pay all player prize wins and outstanding player balances. Fair gaming All gaming products should be tested to ensure they are fair, random and that they adhere to the rules of that game. Testing to ensure independent organizations increasingly carry out fair gaming. These organizations must make sure all online gaming experiences, like pokies and slots, are reliable and fair. Ethical and responsible marketing Operators should comply with the relevant regulatory advertising codes of practice which typically ensure that advertisements are factually correct and do not target underage or vulnerable gamblers, such as players who have self-excluded themselves from gambling. It is also expected that operators should seek permission from the customer before engaging in direct marketing through the use of the customer’s personal details. Customer satisfaction Customers should be able to freely make comments or complaints to operators and expect operators to have in place adequate processes and procedures to deal with complaints, either internally or via an independent third party. For example, ecogra.org provides a mediation service for disputes between players and operators. Secure, safe, and reliable operating environment Operators are required to demonstrate internal controls and processes that adhere to the licensing conditions as stipulated by the regulatory jurisdiction that issues gaming and gambling licenses. Internal controls should also be implemented to ensure that all operational, payment and technical systems and processes operate securely and effectively. In addition, operators need to demonstrate adequate business continuity management procedures to ensure that operations can continue in the event of unforeseen circumstances or disasters. Responsible gaming codes of conduct To ensure operators, software suppliers, and associated service providers uphold the principles of responsible gaming, codes of conduct have been developed by numerous regulators, trade associations, and non-profit organizations. These competing and overlapping codes of conduct or standards have evolved over time due to the evolution of multiple legal and trade frameworks. It