Sports: Sponsorship

(asked on 21st March 2024) - View Source

Question to the Department for Digital, Culture, Media & Sport:

To ask His Majesty's Government, further to their policy paper High Stakes: Gambling Reform for the Digital Age, published on 27 April, when they will publish the cross-sport Code of Conduct outlined in that paper; and whether they will include an implementation timeline.


Answered by
Lord Parkinson of Whitley Bay Portrait
Lord Parkinson of Whitley Bay
Parliamentary Under Secretary of State (Department for Culture, Media and Sport)
This question was answered on 4th April 2024

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 in sport; and (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-stadium advertising will be dedicated to safer gambling, and replica kits for adults will be made available without gambling logos, alongside the existing requirements for children’s replica kits.

We want sports governing bodies to 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 governing bodies, and will be published and 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 bodies to ensure that implementation and enforcement processes are robust.

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