Gambling White – Paper Key Proposals: Marketing & advertising

What How will it be implemented? Next step Current status Implementation date
Socially responsible use of incentives such as free bets and bonuses, such as removing re-wagering requirements LCCP amendments Awaiting Gambling Commission response. Consultation closed on 21 February 2024. TBC
Higher standards for consent to direct marketing and promo offers Social Responsibility Code amendments The Gambling Commission will introduce a new LCCP Social Responsibility code (5.1.12) which relates to electronic direct marketing requiring consent, with ‘soft-opt in’ consent not being a viable option to rely on.

Licensees to provide customers with options to ‘opt-in’ to direct marketing on a per product and per channel basis.

For further analysis on this LCCP Social Responsibility code, please see our insight article here.

The Gambling Commission summer 2023 consultation closed on 18 October 2023. The Gambling Commission recently published its response, here, as it relates to improving customer choice on direct marketing. LCCP Social Responsibility code (5.1.12) to come into force on 17 January 2025.
Improved public health messaging New government policy Currently under development Forms part of the consultation on the statutory levy, here, which closed on 14 December 2023. TBC
Use of online advertising tech to ‘de-target’ children and vulnerable people TBC Industry review of the Industry Group for Responsible Gambling Code. TBC
Withdrawal of front-of-shirt sponsorship for Premier League clubs’ matchday shirts Voluntary ban by the Premier League Ban to be implemented at the end of the 2025/2026 football season TBC
Adoption of a common Code of Conduct for gambling sponsorship in sports Introduction of Code of Conduct by sports governing bodies Code of Conduct is currently under development TBC