Strengthening and expanding codes of practice for advertising and marketing


Setting the highest standards to address public concerns over the volume, tone and content of advertising


There is growing public unease over gambling advertising and marketing. Alongside widespread concern around sports sponsorship, television and online advertising has come under greater scrutiny and criticism.

safer gambling commitment III

In 2019, we introduced a voluntary whistle-to-whistle television advertising ban. We want to build on this to ensure our industry adheres to robust advertising and marketing standards.


Commissioning an independent review into the effectiveness and impact of the whistle-to-whistle television advertising ban


Developing and adopting a new Code of Conduct for sponsorship activities, including integrating safer gambling into brand activation in consultation with sports clubs, rights holders and advertising bodies by 2020


Developing a new Code of Conduct for Responsible Promotions, including bonuses, customer contact, VIP promotions and rewards


Developing a new Code of Conduct for Affiliate Marketing, establishing minimum standards and creating robust procedures across the industry that will apply to all agencies working with us



Set and adhere to the highest standards of responsibility in all advertising and marketing

Promote safer gambling

Robustly address concerns around volume, tone and content across television, online and sports sponsorship