UK LEGAL
New Code of Conduct on gambling sponsorship of sport
Northridge Law’s Melanie Ellis looks in detail at the implications of the Code of Conduct as it begins to influence the industry.
O
ne year ago, the Government published its White Paper setting out proposals for gambling reform, with one of the key
recommendations in relation to gambling advertising being that sports governing bodies take action to ensure a responsible approach to gambling sponsorship. This was to be implemented through the adoption of a Code of Conduct, which would be common to all sports, with “measures robust enough to provide meaningful improvements in the social responsibility of gambling sponsorships”.
In a debate on gambling advertising which took place in March, gambling Minister Stuart Andrew confirmed that a Code has now been agreed between DCMS and many of the UK’s major sports governing bodies. These include The Premier League, English Football League, British Horseracing Authority and the England and Wales Cricket Board. This news makes it clear that the Code will be adopted through incorporation into each sport’s rulebook, rather than it applying directly to gambling operators through the LCCP or Industry Code for Socially Responsible Advertising. Gambling operators will, however, no doubt find themselves contractually obliged to comply with relevant provisions of the Code of Conduct in their commercial agreements with sports clubs, stadiums, leagues and
24 MAY 2024 competitions.
According to Mr Andrew, this Code will bind all domestic sports governing bodies, although he did not set out a date on which it will come into force, nor has a copy of the Code yet been published. The detailed provisions of the Code will vary by sport, as each will have flexibility as to how to implement the requirements in a way that is relevant and appropriate – clearly an appropriate code of conduct for football
would differ from that for horse racing. Each sports governing body will in due course publish a version of the Code specific to their sport.
Giving some indication of timing, Lord Parkinson of Whitley Bay explained, in response to a question raised after the debate, that the Premier League and English Football League plan to have their Codes in place in advance of the next football season. He also indicated that the Rugby
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