The new principles align with the UK government’s directives from the 2023 gambling white paper, aiming to set a benchmark for ethical advertising and sponsorship practices within the sport.
Core principles
The code aims to ensure that revenue from gambling sponsorships is reinvested into the sport, benefitting all participants from owners to stable staff, and enhancing racing fixtures and competitions.
Sponsorship agreements must include provisions that require gambling companies to adhere to the British Gambling Commission’s licence conditions and codes of practice (LCCP), especially those protecting the sport’s integrity.
Within this principle, sponsors must share information that may relate to breaches of racing betting rules and take all reasonable steps to familiarise themselves with the rules applied on betting.
The code also mandates a responsible approach to sponsorship, prohibiting direct targeting of under-18s and ensuring that promotional activities consider the impact on younger audiences.
The final core principle covers commitments to provide educational materials on the risks of betting and support for betting addiction, ensuring that all promotional activities are undertaken responsibly.
Looking ahead
Under the code, racecourses are not required to publicly declare their sponsorship agreements, though it is expected that such partnerships will be visible, for example, through race titles.
The Racecourse Association will assist in the observance of the code, providing legal wording for inclusion in sponsorship agreements. Meanwhile, the British Horseracing Authority will monitor adherence through the Rules of Racing.
An annual review will summarise the actions taken to support the code’s implementation, and any issues concerning its application will be addressed by the British Horseracing Authority’s regulatory independent non-executive director.
The code was developed in collaboration with various stakeholders, including the Department for Culture, Media and Sport, and the Betting and Gaming Council.
The code is designed to integrate with existing frameworks like the Sponsorship Framework for Racehorse Owners and the Jockeys Sponsorship Code.
Dingnews.com 25/07/2024