In a significant move for football, the Premier League, English Football League (EFL), the FA, and Women’s Super League have collectively agreed to implement a new gambling sponsorship code. This decision follows the guidelines detailed in the government’s April gambling white paper.
New sponsorship codes for 2024-25 to enhance social responsibility
The upcoming 2024-25 season will see the implementation of new sponsorship codes designed to bolster protection, social responsibility, reinvestment, and integrity. These measures aim to ensure sponsorships are managed in a socially responsible manner.
Focus on vulnerable groups
The codes specifically target reducing the exposure of sponsorships to children and individuals vulnerable to gambling-related harm. The overarching goal is to promote social responsibility and safeguard these at-risk groups.
Sponsorship deals: a guideline to protect vulnerable groups
Sponsorship deals must be strategically crafted to avoid targeting vulnerable groups, especially minors. Marketing affiliates play a crucial role in ensuring that promotional content is responsibly distributed.
Key considerations for sponsorship deals
To safeguard vulnerable populations, marketers should:
- Avoid using platforms predominantly accessed by minors;
- Ensure content is age-appropriate and free from misleading claims;
- Monitor the impact of sponsorship on different demographic groups;
Demographic analysis of adults vs. minors
| Group | Average Daily Screen Time | Preferred Platforms |
|---|---|---|
| Adults | 5 hours | Facebook, LinkedIn |
| Minors | 7 hours | TikTok, Instagram |
By being mindful of these guidelines, marketing affiliates can contribute positively to ethical advertising practices.
Promoting gambling sponsorships responsibly
Gambling sponsorships play a crucial role in marketing strategies, but they must be promoted and delivered through socially responsible means.
Using education and awareness messages is key to ensuring these sponsorships uphold ethical standards. Integrating responsible gambling messages helps protect vulnerable individuals while promoting brand integrity.
Brands should collaborate with organizations specializing in mental health and gambling addiction to create impactful campaigns. Effective use of media channels ensures a wider reach for these important messages, aligning with societal values and fostering consumer trust.
