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<p>All domestic sports governing bodies have agreed to four core principles underpinning
the cross-sport Code of Conduct on gambling sponsorship: (i) protecting children and
young people (ii) socially responsible promotion (iii) reinvestment into sport (iv)
maintaining sporting integrity. These principles put in place a robust minimum standard
for sponsorship across all sports. Through the code, a proportion of in-stadia advertising
will be dedicated to safer gambling messaging, and replica kits for adults will be
made available without gambling logos, alongside the existing requirements for childrens’
replica kits.</p><p>Sports governing bodies must have sufficient flexibility to implement
these principles in a way which maximises impact for the sports and their fans. Bespoke,
sport-specific Codes are currently being designed by individual sports governing bodies,
and will be implemented in due course. The Premier League and English Football League
plan to have their Codes in place by next season. DCMS will continue to work closely
with sports on their implementation and enforcement practices.</p><p>As a licence
condition, gambling operators must comply with the restrictions set out in the Advertising
Codes, which includes robust rules under section 2 regulating the recognition of marketing
communications. Under these rules, marketing communications must be obviously identifiable
as such and make clear their commercial intent, if that is not obvious from the context.
The Advertising Standards Authority (ASA) can and does take action against breaches,
and a recent ruling can be found <a href="https://www.asa.org.uk/rulings/person-s--unknown-a20-1066758-thebettingman.html"
target="_blank">here</a>. Operators are liable to enforcement action from the Gambling
Commission if affiliates which they pay to carry out marketing activities do not comply
with the rules.</p>
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