The Betting and Gaming Council (BGC) has published its first Code Handbook with the aim of raising standards in the UK betting industry. 

The new Code Handbook – published to mark the BGC’s fifth anniversary – comprises 20 codes covering 100 measures that all members commit to as a condition of joining the BGC. 

We have today published our first Code Handbook, comprising 20 Codes covering 100 measures all members commit to as part of the industry’s continued drive to raise standards.https://t.co/tPTVL2frBx

— Betting and Gaming Council (@BetGameCouncil) November 6, 2024

Advertising

Included within the handbook, is a section that covers the Industry Code for Socially Responsible Advertising.

The code is headlined by a whistle-to-whistle blackout of sports betting adverts. Introduced by members in August 2019, betting adverts cannot appear on television throughout a sports match, or in the five minutes before and after.

According to the BGC, a study by Enders Analysis has found that the ban has slashed the amount of TV gambling ads seen by four to 17-year-olds by 97%. 

Outside of sporting events, there is a watershed on gambling adverts before 9pm on television, with the exception of national lotteries and bingos. 

Elsewhere in the handbook, it stipulates the inclusion and prominence of the GambleAware moniker in television, print and social media advertisements, as well as issues guidance for operators posting content on YouTube. 

Delivering world-class standards

On the release of the handbook, BGC CEO Grainne Hurst commented that it demonstrates BGC members’ “determination to deliver world-class standards”. 

She said: “I am delighted to announce this new Code Handbook, which comprises over five years of determined work to raise standards, across the board. It is also entirely fitting that we publish this landmark new Code Handbook on our fifth anniversary. 

“The BGC was founded as the industry’s standards body, and this Handbook draws together our sector’s combined efforts, under the leadership of the BGC, to raise standards on safer gambling in the UK.”

The publication of the handbook comes at a pivotal time for the UK gambling industry, following a change in government and the imminent implementation of white paper changes.

Hurst added: “Taken alone, neither the recently published White Paper on gambling reform, or existing licence conditions set by the Gambling Commission, can deliver the world-class standards our industry strives for.

“It takes independent determination on behalf of our members, and collective ambition by the BGC to deliver that. This Handbook is the result of that determination and ambition.

“We are determined to deliver the foundations for a sustainable sector, built on stability, growth and diversity, ensuring our members set the global standard for our world-class industry.”