BGC unveils new code to limit gambling ads via football clubs online

The Betting and Gaming Council (BGC) has published new rules for UK operators designed to prevent football clubs from using their social media accounts to promote gambling.

The new code of conduct has been created amid concern that the tactic is being used to breach strict measures preventing under-18s from being exposed to betting ads online.

Under the new rules, calls to action or links to gambling websites will not be allowed on organic tweets or on the social media feeds of football clubs.

Another football club pushing gambling. https://t.co/IDGWlouxBN

— Gary Lineker (@GaryLineker) January 23, 2021

The code also bans any display of direct bonuses or odds and offers on organic tweets which cannot be solely targeted at over-18s.

The BGC has written to the Premier League and English Football League to make clubs aware of the new guidelines.

A letter has also been sent to Twitter and Facebook to request age-gating for all accounts to ensure that posts which include gambling ads can only be seen by over-18s.

Since August 2020, BGC operator members must ensure that all sponsored or paid for social media adverts are targeted at those aged 25 and over.

BGC chairman Brigid Simmonds said: “Football clubs are an important part of the sporting fabric of this country and are followed by millions of all ages on social media.

“Our members rightly have a zero tolerance approach to gambling by under-18s, so as an industry we are understandably concerned that children may be exposed to betting adverts on social media platforms.

“Our new guidelines make clear the standards expected of football clubs when they post gambling promotions on social media and I look forward to them being put into practice as soon as possible,” she added.

The BGC was established in 2019 and represents approximately 90% of the UK’s licensed betting and gaming businesses including betting shops, online gaming operators, bingo halls and casinos.