UK’s Betting Council Highlights Its Responsibility In the Promotion of Safer Gambling
United Kingdom’s Betting and Gaming Council (BGC) is stressing the importance of sports and gambling partnerships to be taking their responsibility to promote safer gambling.
With tight restrictions and measures in place during the Covid pandemic, sponsorships, media rights and other promotional income have been very important for UK sports.
The BGC members, who are the large gambling operators in the UK, were good for a total of £350 million in sponsorship, media rights and levy payments for the horse racing industry, while the English Football League and its clubs receive £40 million a year from the regulated gaming industry. Darts and snooker respectively receive £10 million each from betting advertisement., while rugby league receives a further £2.5 million.
Despite these massive numbers and the importance of advertising for gambling operators, the BGC highlights the importance and success of actions that all its members are undertaking to promote safer gambling.
For example, Kindred group has introduced a ‘Know Your Limits’ series featuring the likes of Wayne Rooney, Carl Frampton and Paddy Brennan promoting responsible gambling.
Furthermore, EFL Sponsor SkyBet rolled out a £1 million five-year safer gambling education program and West Ham Utd sponsors Betway rolled out a training program to every Premier League club they partner with delivering safer gambling and responsible marketing sessions for its workforce, including players and coaches.
The BGC also rolled out its £10 million Young People’s Gambling Harm Prevention Programme, delivered by GamCare while in the same year a code of conduct was implemented on the use of social media by football clubs.
Furthermore, the BGC members suspended any tv betting commercials during live sports before 9pm while assuring that at least 20% of all adverts be on the topic of responsible gambling.
The BGC’s effort seems to have had some impact as reports from the UK Gambling Commissions show that problem gambling behavior dropped from 0.6% to 0.3% during the first three quarters of 2021.
BGC CEO Michael Dugher is pleased about the results and said:
“BGC members are proud to provide financial support to sport in a variety of ways, but it’s also important that this goes hand in hand with our work on promoting safer gambling. Around 30 million people in Britain – half the population – enjoy a flutter, and the vast majority do so safely,”
He added:
“As we wait for the Government to publish its Gambling White Paper, I hope that promoting safer gambling continues to be an integral part of the betting and gaming industry’s commitment to supporting sport.”
The regulated betting and gaming industry is a major economic generator for UK plc, supports grassroots sport and is working hard to create a culture of #safergambling with more investment in research, education and treatment. That’s what makes it the #ASaferBet pic.twitter.com/HiLNAkeKPr
— Betting and Gaming Council (@BetGameCouncil) January 5, 2022
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Source: igaming
