On Dec. 26, 2021, the UK Betting and Gaming Council (BGC) emphasised to everyone that sponsorships in sports and safe betting should be adhered to in an equal measure. This call to action comes shortly before the UK government starts reviewing the Gambling Act with changes aimed at giving us a safer and better-regulated gambling industry.
Another cause for this reminder is the upcoming winter holidays and festivities, including horse racing, darts, cricket, and football sports events. BGC has gathered a £350 million fund dedicated to levy payments, racing sponsorship, and media rights.
Every year, the English Football League (EFL) and its clubs get £40 million from the betting and gambling industry. In comparison, snooker and darts leagues earn £10 million, while the rugby league earns around £2.5 million. However, BGC reminds betting operators that they should promote safer betting practices and help punters with their gambling addiction with equal zeal.
Michael Dugher, chief executive at BCG, has stated that despite the rate of problematic gambling being reduced from 0.6% to 0.3% compared to 2020, the BGC wants to do more. Mr Dugher said that BGC is prepared to continue offering financial support to sports but that it should go side by side with policies advocating safer gambling.
At the start of 2021, UK’s BGC released a code of conduct that deals with football clubs and their social media usage. Notably, links to gambling sites and calls to action are not allowed on sports clubs’ media feeds. Also, gambling ads were forbidden after 21:00, which reduced the chances of young children seeing them by as much as 97%.
Many betting operators took the BGC’s decisions seriously and started safer gambling campaigns already. Examples include SkyBet’s $1.3 million safer gambling program, Kindred Group’s mission for a 0% harmful gambling revenue, and Betway’s responsible betting training program across its partnered sports clubs.