Betting and Gaming Council Creates New Codes of Conduct for Operators

Article by : Erik Gibbs Aug 3, 2024

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The Betting and Gaming Council (BGC) has unveiled new Codes of Conduct aimed at regulating gambling-related agreements across various major sports organizations. These initiatives are intended to significantly elevate the standards of sports sponsorship deals, with the BGC collaborating with the Rugby Football League, Premier League, English Football League, The FA, Women’s Super League, British Horseracing Authority, as well as official bodies representing boxing, darts, and snooker.

A cross-industry voluntary code of conduct for betting sponsorship deals has been developed, with each sport crafting a specific code tailored to its unique needs. Michael Dugher, BGC Chair, expressed his approval of these new standards, highlighting their benefits for sports, BGC members, and fans alike. Dugher emphasized that BGC members are dedicated to supporting popular sports throughout the country, and this support aligns with the principles outlined in the new codes.

BGC established this framework by focusing on four key principles, including protection, social responsibility, reinvestment, and integrity. The protection of children and young people is a top priority, with measures in place to ensure that gambling sponsorships are designed to limit their exposure to those under 18 and individuals at risk of gambling-related harm.

Social responsibility is also heavily emphasized, requiring that gambling sponsorships be promoted and conducted in a socially responsible manner. This includes incorporating education and awareness messages into all marketing activities.

Reinvestment into sports is another crucial aspect of the new codes. The revenue generated from gambling sponsorships must be reinvested into infrastructure and programs that benefit fans and local communities. This includes funding for infrastructure improvements and providing opportunities for community and grassroots participation.

Maintaining the integrity of sports is also a vital component of the new codes. Gambling sponsorships must not compromise the integrity of sporting competitions or negatively impact the welfare of participants.

Dugher noted that these codes represent a significant advancement and reflect the BGC’s longstanding commitment to responsible sponsorship agreements. “It is the latest in a long list of measures the BGC has launched to raise standards, including betting operators’ logos being removed from children’s clothing, including replica [soccer] kits, and the whistle-to-whistle ban which has reduced the number of TV betting commercials viewed by children during live sports before the watershed by 97%,” he added.

The practical implications of the new codes are substantial, particularly in soccer. Measures include ensuring that the design of betting sponsorships limits exposure to children and at-risk individuals, raising awareness among professional soccer players about available support services, and ensuring that club social media accounts do not link to betting operator websites. Clubs are also required to allocate a reasonable portion of gambling sponsorship assets to promote safer gambling messaging, including perimeter boards and match day programs.

For horse racing, the new code ensures that betting promotions are not targeted at individuals under 18 and that appropriate age awareness measures are implemented on-site. Dugher reiterated the BGC members’ commitment to safer gambling and their efforts to provide support regularly and prominently. He pointed out that the largest BGC members have contributed a record donation of $187 million to address gambling harm between 2019 and 2024.

Dugher concluded by emphasizing that when the BGC talks about raising standards, it is a serious commitment. The new codes are concrete evidence of their determination to ensure responsible and socially beneficial sponsorship practices in the gambling industry.