Lords Say Gambling White Paper Needs More Detail On Gambling Sponsorship

It has been a year since the publication of the UK Gambling White Paper, which aimed to address the issue of problem gambling and regulate the gambling industry. One of the key areas of concern was sports sponsorship and advertising, which has been a subject of intense debate.

The recommendations made in the Gambling White Paper regarding advertising and sponsorship were met with mixed reactions. While some welcomed the review, others argued that more needed to be done to regulate marketing practices. Lord Foster of Bath, the Chair of Peers for Gambling Reform, expressed the view that the White Paper proposed very little in terms of gambling advertising reforms, apart from the Gambling Commission’s examination of bonus offers and the voluntary ban on front-of-shirt sponsorships in the Premiership.

Advertising partnerships between sports organizations and bookmakers have been a subject of long-running debate. Football, in particular, has been at the centre of this discussion. Some advocates of reform called for a complete ban on betting sponsorships in all levels of the sport. However, there were differing opinions among key stakeholders. While some acknowledged the value of betting partnerships for clubs in lower tiers, others were more supportive of stricter regulations.

As pressure mounted, the Premier League took steps to address the issue. In a vote, 18 out of 20 clubs approved plans to phase out front-of-shirt sponsorships by the 2026/27 season. This move was seen as a positive step by some, but reform advocates argued that it did not go far enough. The Gambling Act review, when published, also lacked significant comment on sponsorships, apart from endorsing the Premier League’s decision and encouraging a sports Code of Conduct.

Critics of the Gambling Act review, including Lord Foster and his fellow reformers, argued that the review failed to regulate an industry that spends £1.5 billion a year on gambling advertising. They pointed to over one million gambling ads on social media platforms like Facebook and Twitter. A poll also indicated that 77% of Conservative Councillors supported tighter restrictions on gambling advertising. Despite these concerns, some policymakers and legislators viewed gambling advertising as a valuable source of income for many clubs, including those in the Premier League.

While some top-flight clubs have started distancing themselves from gambling advertising, others are making the most of the remaining two years. For example, Aston Villa recently signed a two-year deal with Betano, Fulham with SBOTOP, and Nottingham Forest with Kaiyun Sports. However, there are also clubs actively moving away from gambling advertising, particularly in lower leagues. Thirty football clubs have joined campaigns like the Big Step and Against the Odds to end gambling advertising in the sport.

Lord Parkinson of Whitley Bay, representing the Department of Culture, Media, and Sport (CMS), defended the Gambling Act review and its approach to research. He stated that the review extensively examined the available evidence on the impacts of gambling advertising. The government believes that reforms on gambling advertising form part of a balanced package of wider industry reforms aimed at minimizing harm. Additionally, the Committee of Advertising Practice (CAP) Code is seen as sufficient in regulating the industry’s marketing practices.