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<p>In our approach to gambling advertising, we have struck a balanced and evidence-led
approach which tackles aggressive advertising that is most likely to appeal to children,
while recognising that advertising is an entirely legitimate commercial practice for
responsible gambling firms.</p><p>We have welcomed the industry's whistle-to-whistle
ban on TV betting adverts during live sports programmes. According to figures from
the Betting and Gaming Council, the ban reduced the quantity of gambling advertisement
views by children (age 4-17) by 70% over the full duration of live sporting programmes.</p><p>Further,
alongside the Premier League’s announcement that it will ban gambling sponsors from
the front of shirts by the end of the 2025/26 season, the gambling white paper commitment
for a cross-sport Code of Conduct for gambling sponsorship has now been agreed by
a number of the country’s major sports governing bodies. This will guarantee that
where gambling sponsorship does appear, it is done in a responsible way to ensure
fans, especially children, are better protected. This code will include provisions
to ensure replica shirts for both children and adults are available without front-of-shirt
gambling logos and a proportion of in-stadia advertising is dedicated to safer gambling
messaging.</p>
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