In the UK, the Betting and Gaming Council (BGC) has recently celebrated the introduction of a set of . This new framework was developed in collaboration with leading national sports bodies.
In partnership with globally recognised sports organisationsincluding the Premier League, English Football League (EFL), The FA, Womens Super League, Rugby Football League, British Horseracing Authority, and official bodies representing darts, snooker, and boxingthe BGC has participated in the creation of a cross-industry voluntary code of conduct. This initiative aims to harmonise and improve the standards for betting sponsorship deals, ensuring they align with four core principles: Protection, Social Responsibility, Reinvestment, and Integrity.
The EFL, Premier League, The FA, Womens Super League, and British Horseracing Authority have already committed to adopting these new codes ahead of the upcoming sports seasons. The BGC anticipates that more sporting bodies will follow suit and publish their own specific codes shortly.
Michael Dugher, BGC Chair said: I welcome the publication of these landmark codes that BGC has led on, which sets new standards for sports. These new measures are good for sport, good for BGC members and good for fans. BGC members are proud to support some of the most popular sports up and down the country, and that support goes hand in hand with these principles.
That includes protecting the young, being socially responsible, delivering investment in communities, particularly working class communities which share such close ties to these sports, and maintaining the sporting integrity which makes British clubs the best in the world.”
Dugher explained that these codes are part of a broader effort to raise standards within the industry, including measures such as the removal of betting logos from childrens clothing and the significant reduction in TV betting commercials during live sports broadcasts.