BGC Introduces New Rules to Limit Gambling Ads on Social Media

The Betting and Gaming Council in the UK has introduced new rules aimed at preventing football clubs from using their official social media accounts to promote gambling offers.

Under the new BGC code of conduct, calls to action or links to gambling websites would not be allowed on organic tweets on the social media feeds of football clubs. The code of conduct also bans any display of direct bonuses or odds on organic tweets that cannot be solely targeted at over-18s.

The BGC is writing to the Premier League and the English Football League highlighting the new guidelines so they can make clubs aware and encourage them to apply the rules for non-BGC members. Separately, a letter will also be sent to Twitter and Facebook calling on them to introduce age-gating for all social media accounts to ensure that organic posts that include gambling adverts can only be seen by over-18s.

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Brigid Simmonds, chairman of the BGC, said: “Football clubs are an important part of the sporting fabric of this country, followed by millions of all ages on social media.

“Our members rightly have a zero tolerance approach to gambling by under-18s, so as an industry we are understandably concerned that children may be exposed to betting adverts on Twitter.

“Our new guidelines make clear the standards expected of football clubs when they post gambling promotions on social media, and I look forward to them being put into practice as soon as possible.”