To protect viewers, the Premier League and British Horseracing Authority have both issued “socially-responsible” codes of conduct regarding gambling sponsorships.
The Premier League, English Football League(EFL), FA, and Women’s Super League all agreed formally to adopt a code that will cover gambling sponsorships in English Football, according to the white paper on gambling published by the Government in April.
Codes will come into effect in 2024-25, and they focus on protecting the public and social responsibility. They also emphasize reinvestment as well as integrity and protection.
The football bodies stated in a statement that they wanted to make sure sponsorships were delivered responsibly. The aim is to keep children out of the loop and to protect those who are at high risk from gambling-related harm.
Four general principles are explained
Under the football code’s protection guideline it is mandated that sponsors must not promote to groups at risk, such as children.
In terms of social responsibility, sponsorships for gambling must be delivered and promoted in an ethical manner via messages that promote education and social awareness.
Reinvesting the income from sponsorships of gambling must include infrastructure and programs that benefit football fans, communities and clubs.
The bodies also agreed that deals “must not compromise the integrity of the football competitions or harm those who participate in them”.
The Premier League agreed last year to remove gambling sponsorships from matchday shirts by the end of 2025-2026.
Race to track compliance
The BHA also said that it will work closely with DCMS to ensure compliance with the code. After a year, a review will take place to identify any problems that have been identified during the implementation.
The BHA stated in a press release that the code was designed to guarantee minimum standards of social responsibility.
When entering sponsorship agreements with betting companies, racecourses or horseracing participants are asked to adhere to the general four principles in the sports sponsorship gambling code.
