SBC News Voice of the Sports Betting Industry
The government is considering new policies and strategies to reduce gambling harms, including a review of new research on gambling advertising.
Stephanie Peacock, the Secretary of State for Culture, Media, and Sport (DCMS) responded to questions on the DCMS’s assessment of “the potential impact of gambling companies advertising through sports clubs on problem gambling.”
On sponsorships, Peacock stated that all major UK sports bodies have established individual Codes of Conduct on Gambling Sponsorships, which set minimum standards and duties for gambling partnerships to follow.
The coverage of gambling sponsorships in UK sports will be significantly reduced by the Premier League’s pledge to ban front-of-shirt sponsorship by gambling firms by the end of the 2025/26 season.
Labour trusts ASA codes and controls
With regard to broadcast and media advertising, the government upholds the codes of the Advertising Standards Authority (ASA) as the independent body responsible for regulating advertising categories in the UK.
The advertising codes administered by the ASA ensure that gambling cannot be promoted in an exploitative manner to children, young audiences, or vulnerable individuals. Breaches of the codes will result in penalties from the ASA, with broadcast infringements subject to evaluation by Ofcom.
The government continues to support the current framework, where “the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), sister organisations of the ASA, are responsible for codifying advertising standards for the marketing industry through the CAP and BCAP Codes.”
Industry improvements are recognised
Last week, the House of Commons issued MPs a policy briefing on “How Gambling Advertising is Regulated.”
The document references advertising codes and technical standards implemented since the Gambling Act of 2005, the regulatory framework that allowed licensed operators to advertise gambling across UK media.
The exposure to gambling advertising is a key concern of the Gambling Review’s White Paper, which highlighted the disproportionate impacts on vulnerable individuals and young audiences.
Published in April 2023, the White Paper proposed reforms including stricter controls on bonuses, free bets, and VIP schemes to prevent the exploitation of at-risk individuals. Further protections focused on improving consent for direct marketing and implementing stronger safeguards for vulnerable groups.
In response, new safeguards and technical provisions for gambling advertising have been adopted by the Industry Code for Socially Responsible Advertising (Industry Code).
Now in its ‘seventh edition,’ the Industry Code is coordinated by the Betting and Gaming Council (BGC) in collaboration with the Industry Group for Responsible Gambling (IGRG).
The Code introduced new technical provisions to ensure gambling advertising is targeted at audiences aged 25 and over in digital environments. Members have also applied rules to end VIP schemes and promotions, alongside new limitations on the promotion of bonus incentives.
New evidence will be heard
The policy briefing highlighted the December 2023 DCMS Committee report on industry advertising, which stated, “On gambling advertising and sponsorship in sport, the committee concluded that the evidence base did not show a causative link between gambling advertising and harm. However, it is clear that advertising encourages participation in gambling, and this effect is more pronounced among children and those vulnerable to gambling harms.”
As a result, the government will adopt a more precautionary approach to gambling advertising in general.
The Labour Party manifesto includes a commitment to reduce gambling-related harm, focusing on “reforming gambling regulation, strengthening protections, and working with the industry to ensure responsible gambling.”
Peacock concluded: “We are considering the best available evidence from a wide range of sources to inform decisions on how best to fulfil our manifesto commitment to reducing gambling-related harm. We will provide further updates to the House soon.”
