Betting and Gaming Council Creates New Codes of Conduct for Operators

The Betting and Gaming Council (BGC) has introduced new Codes of Conduct designed to regulate gambling-related sponsorship agreements across major UK sports. These measures aim to raise industry standards and reinforce responsible, transparent, and socially conscious partnerships.

The new framework was developed in collaboration with:

• Rugby Football League, Premier League, English Football League, and The FA;

• Women’s Super League and the British Horseracing Authority;

• Official bodies representing boxing, darts, and snooker.

The BGC’s framework is built on four key principles:

• Protection – limiting exposure of under-18s and at-risk individuals to gambling promotions;

• Social Responsibility – embedding education and safer gambling messages in all sponsorship activities;

• Reinvestment & Integrity – ensuring funds support sports infrastructure, community programs, and uphold fair competition.

Practical measures under the new codes include:

• Preventing club social media accounts from linking to betting operator websites;

• Requiring a portion of sponsorship assets to promote safer gambling messaging;

• Implementing age-awareness safeguards for betting promotions in horse racing and other sports.

BGC Chair Michael Dugher praised the initiative as a milestone in responsible sponsorship, noting achievements such as the whistle-to-whistle advertising ban and restrictions on betting logos in children’s apparel. He emphasized that BGC members have already donated $187 million to tackle gambling harm from 2019 to 2024.

In conclusion, the BGC’s new Codes of Conduct mark a decisive step toward elevating standards in sports sponsorships, ensuring that gambling partnerships operate with integrity, social responsibility, and community benefit at their core.