UK: BGC publishes sponsorship codes of conduct

Garance Limouzy August 6, 2024

In the UK, the Betting and Gaming Council (BGC) has recently celebrated the introduction of a set of Codes of Conduct for Gambling Related Agreements. This new framework was developed in collaboration with leading national sports bodies.

A collaborative effort

In partnership with globally recognised sports organisations—including the Premier League, English Football League (EFL), The FA, Women’s Super League, Rugby Football League, British Horseracing Authority, and official bodies representing darts, snooker, and boxing—the BGC has participated in the creation of a cross-industry voluntary code of conduct. This initiative aims to harmonise and improve the standards for betting sponsorship deals, ensuring they align with four core principles: Protection, Social Responsibility, Reinvestment, and Integrity.

Core principles

Protecting the youth: The code mandates that gambling sponsorships be crafted to minimise their appeal and reach to individuals under 18 and those vulnerable to gambling-related harm.
Social responsibility: Sponsors are required to promote gambling in a socially responsible manner. This includes integrating education and awareness messages into all marketing activities to inform the public about the risks associated with gambling and available support services.
Reinvestment into sport: Commercial income generated from gambling sponsorship must be reinvested into sports infrastructure and community programmes. Investments have to support grassroots initiatives and provide opportunities for local communities to engage in sports.
Maintaining sporting integrity: The integrity of sporting competitions and the welfare of participants must remain uncompromised.

Industry reaction

The EFL, Premier League, The FA, Women’s Super League, and British Horseracing Authority have already committed to adopting these new codes ahead of the upcoming sports seasons. The BGC anticipates that more sporting bodies will follow suit and publish their own specific codes shortly.

Commitment to responsible gambling

Michael Dugher, BGC Chair said: “I welcome the publication of these landmark codes that BGC has led on, which sets new standards for sports. These new measures are good for sport, good for BGC members and good for fans. BGC members are proud to support some of the most popular sports up and down the country, and that support goes hand in hand with these principles.

“That includes protecting the young, being socially responsible, delivering investment in communities, particularly working class communities which share such close ties to these sports, and maintaining the sporting integrity which makes British clubs the best in the world.”

Dugher explained that these codes are part of a broader effort to raise standards within the industry, including measures such as the removal of betting logos from children’s clothing and the significant reduction in TV betting commercials during live sports broadcasts.