UK LEGAL
Football League had already worked to build the principles into its recently renewed agreed with Betfred.
In terms of the content of the master version of the Code, used as a basis for individual sports’ codes, what we now know is that it includes four core principles: (i) protecting children and young people; (ii) socially responsible promotion; (iii) reinvestment in sport; and (iv) maintaining sporting integrity. From Lord Parkinson’s response we also know that this will include a requirement that a proportion of in- stadium advertising be dedicated to safer gambling educational messaging and that replica kits for adults must be made available (presumably as an option for purchasers) without gambling logos. Further, from Stuart Andrew’s comments in the debate, we know that sponsorship agreements will need to “build in appropriate requirements that they do not compromise the integrity of sporting competitions nor harm the welfare of participants” and that income raised from gambling sponsorships will need to be used to provide grassroot services to serve fans and communities.
The White Paper had set out a series of examples principles for the Code which, in addition to the provisions mentioned above, also included professional-level stadiums ensuring gambling advertising would not be visible from dedicated family areas and a commitment to only accept sponsorship from Gambling Commission licensed operators. Whether these make their way
26 MAY 2024
into the final code for any sports remains to be seen.
The Code of Conduct supplements a number of existing rules and commitments, including the Premier League’s decision to prohibit gambling front of shirt sponsorship after the 25/26 football season, the BGC’s Code of Conduct on partnered posts on football clubs’ social media accounts, the CAP Code and its ban on gambling advertising which would be strong appeal to under 18s, and the Gambling Industry Code for Socially Responsible Advertising’s restriction on the use of gambling logos on merchandise designed for children, such as children’s sports shirts and ‘whistle-to- whistle’ ban. While some MPs in the recent debate argued for a complete ban on gambling advertising, there certainly doesn’t seem to be any imminent risk of this, although Stuart Andrew has committed to re-examining the package of protections if further action appears to be needed.
Melanie is a gambling regulatory lawyer with 13 years’ experience in the sector. Melanie advises on all aspects of gambling law including licence applications, compliance, advertising, licence reviews and changes of control. She has acted for a wide range of gambling operators including major online and land-based bookmakers and casinos, B2B game and software suppliers and start-ups. She also frequently advises operators of raffles, prize competitions, free draws and social gaming products. Melanie has a particular interest in the use of new technology for gambling products and novel product ideas.
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