Source · Select Committees · Culture, Media and Sport Committee
Recommendation 15
15
Accepted
Paragraph: 85
Require gambling sponsorship code to reduce adverts and mandate more safer gambling messaging.
Recommendation
The withdrawal of gambling sponsorship from the front of Premier League players’ kit is welcome, but it will not significantly reduce the volume of gambling adverts visible during top-flight matches. The Government must work with the Premier League and the governing bodies of other sports to ensure that the gambling sponsorship code of conduct contains provisions reducing the volume of gambling adverts in stadia. The Code should also require that a higher proportion of gambling advertising in stadia is dedicated to independently-developed safer gambling messaging.
Government Response Summary
The government accepted the recommendation, confirming the finalised cross-sport gambling sponsorship Code of Conduct stipulates that a proportion of in-stadia sponsorship inventory will be used for dedicated safer gambling messaging, with arrangements due ahead of next season.
Paragraph Reference:
85
Government Response
Accepted
HM Government
Accepted
We welcome the Committee’s support for the withdrawal of gambling sponsorship from the front of Premier League players’ shirts, breaking the direct association between gambling brands and popular players. The cross-sport gambling sponsorship code of conduct will guarantee a robust minimum standard on gambling sponsorship across all sports, ensuring that when gambling sponsorship does appear, it is done so in a socially responsible way. The Code will stipulate that a proportion of in-stadia sponsorship inventory will be used for dedicated safer gambling messaging. As announced by the Minister for Sport, Gambling and Civil Society, the Rt Hon Stuart Andrew MP, on 13 March, the cross-sport gambling sponsorship Code of Conduct has been finalised and binds domestic sports governing bodies to four core principles: reinvestment into sport, maintaining sport integrity, protecting children and other vulnerable people, and ensuring socially responsible promotion. Across these principles, the gambling sponsorship Code sets out the minimum standards for gambling sponsorship which will apply across all sports. We of course recognise that commercial arrangements and fan bases differ between sports which is why individual sports governing bodies will publish bespoke sponsorships codes tailored appropriately for the environment in which they are being implemented. However, the Premier League and English Football League intend to have their arrangements in place ahead of the next season.