New code of conduct for gambling sponsorship in England

Advertising and sponsorship by gambling companies is a regular source of debate, and not just in Germany. In fact, there are a particularly large number of such co-operations in England, which are increasingly criticised by addiction experts, politicians and society. For this reason, a general code of conduct on gambling sponsorship was recently adopted on the island.

Advertising for games of chance has many facets. They are by no means always frontal promotions that directly and immediately call for the use of one or the other offer. Often, corresponding connections and incentives are created much more subtly. Such as in sponsoring. As part of this, the casino and betting industry strategically utilises the positive associations of sport and sporting events. It benefits from the enthusiasm and community that sporting events generate and links its offers to the success, excitement and entertainment potential of the competitions. By identifying with popular teams and events, it enhances its reputation and wins the loyalty of fans who value sport as a source of emotion and shared experiences.

Social aspects and the protection of minors are often only given superficial consideration. This is also the case in the UK, a country in which a particularly large number of football clubs and other sports clubs or events are supported by gambling companies. In fact, 11 of the 20 associations in the Premier League will have the logo of a gambling company as a sponsor on their shirts for the 2024 / 25 season. Due to the increasing controversy, the leading sports associations in England have agreed a code of conduct on gambling sponsorship. The Premier League and the British Horseracing Authority (BHA) are among the leading bodies. The resolution focuses primarily on particularly vulnerable spectators, i.e. children and problem gamblers.

The code of conduct in detail

The code is to be implemented at the start of the 2024 / 25 football season and will focus on protection, social responsibility, reinvestment and integrity: That's according to the British trade press.

In a joint statement, the English football associations issued the following statement on the intention of the new guidelines:

‘The aim is to ensure that sponsorship is carried out in a socially responsible manner. The provisions are designed to ensure that promotional activities do not reach children and people at risk from gambling.’

1. As part of a protection guideline, the Code of Conduct stipulates that advertising to vulnerable groups such as minors must be avoided in sponsorship contracts. Corresponding measures should be designed in such a way that the persons concerned do not come into contact with them. Specifically, this means that there will be special family zones in the stadiums, for example, from which gambling sponsorship will not be visible.
2. In addition, all sponsorship activities must be carried out in a socially responsible manner. In particular, this means that educational and awareness-raising messages must be conveyed as part of the promotions, as is the case with direct gambling advertising.
3. In terms of reinvestment, revenue from gambling sponsorship should be partially reinvested in infrastructure and programmes that benefit sport, fans and communities.
4. In addition, the transactions must ‘neither jeopardise the integrity of the competitions nor affect the welfare of the participants’, according to the stipulation.

Incidentally, the Premier League clubs had already agreed last year to ban gambling sponsorship from the front of their shirts from the 2025 / 26 season onwards, in addition to this new code.

Responsibilities and complaints procedure

• The British Horseracing Authority has announced that it will work with the Department for Culture, Media and Sport (DCMS) to ensure compliance with the new code in the equestrian sector. A review will be carried out after 12 months to scrutinise any lessons learned from the implementation process. According to the BHA statement, the code should not only establish new patterns of behaviour, but also ensure that these minimum standards for social responsibility are actually implemented.
• The Gambling Sponsorship Code for Football provides for the introduction of a complaints procedure that enables individuals to report a football competition or club that does not adhere to the principles of the Code. If complainants are not satisfied with the response they receive or do not hear back within 12 weeks, they can refer the matter to the independent Football Ombudsman.
• The Rugby Football League (RFL) has also been somewhat slow to adopt the Code: The RFL publishes the regulations on its website. As part of this, it documents who is involved in sponsorship within the rugby league. In addition, their signatures agreeing to comply with the code are recorded. There are also details of specific complaints procedures, including a link to a complaints email address and a relevant online portal. Finally, the Non-Executive Director responsible for compliance with the Code is named.

Conclusion

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