Betting and Gaming Council makes new advertising and sponsorship code a priority
UK trade body confirms the issue of sporting sponsorship will take centre stage as new CEO Michael Dugher takes office
New Betting and Gaming Council (BGC) chief executive Michael Dugher has pledged to devise an industry-wide advertising and sponsorship code of practice.
Writing a Politics Home column during his first day in office as CEO of the UK-focused trade body, Dugher confirmed that sponsorship and advertising will be made a priority as the BGC seeks to counter the negative headlines that have plagued the sector throughout 2020.
Very impressed with @UlrikBengtsson at @ICE_London_Talk today. He spoke authoritatively about the lessons learnt by the industry in the past and the need to diversify in the future + about the importance of CSR and the need engage positively with the regulator. pic.twitter.com/45zE65v5Ii
— Michael Dugher (@MichaelDugher) February 3, 2020
“One of the things you hear all the time, especially from fellow parents and sports fans, is that gambling advertising can be too much in your face,” Dugher wrote.
“The good news is the recent whistle-to-whistle ban is working. But there is more to do. Sports minister Nigel Adams has rightly called for further changes.
“That’s why I will be making it a priority to widely consult on a new advertising and sponsorship code of practice as part of five new core safer gambling commitments,” he added.
According to the BGC website, strengthening and expanding the code of practice for advertising and marketing to raise standards will be achieved through three initial steps.
These include an independent review into the effectiveness and impact of the voluntary whistle-to-whistle ban, developing a new code for sponsorship activities with sports clubs and creating a new programme for the responsible promotion of bonuses, customer contact and VIP schemes.
“As I start my role at the BGC, I am determined to drive big changes across the industry and to help the government deliver the most far-reaching package of reforms as part of their review of the Gambling Act,” said Dugher.
BGC chair Brigid Simmonds
Speaking exclusively to EGR in January, BGC chair Brigid Simmonds conceded there was an issue with gambling sponsorship, although just one BGC member currently sponsors a Premier League club – Betway at West Ham United.
“I do think there’s an issue about sports sponsorship but I’m a passionate supporter of what sponsorship can do and how the money can be used in the right way,” Simmonds told EGR.
“We need to look at the issues that people are worried about at a club level but we want to preserve funding because that’s important.
“You don’t go to a football match to be told what to do. But once you’re there, if there are responsible gambling messages that are obvious, then hopefully you will take note.
“That is where we need to make sure that responsible messaging is there with any promotion of particular brands,” she added.
Source: LeoVegas