Sponsorship And Gambling In England And Wales In 2007: New Opportunities Or New Pitfalls?
Originally published inJournal of
Sponsorship Vol. 1, No. 2, pp. 194-201
ABSTRACT
The paper discusses the changes introduced by the
Gambling Act 2005 to gambling advertising with a particular
emphasis on the sponsor's involvement. Now all key parties
in any way involved with an advertising campaign are caught by
the Act and will need to be aware of its relevant provisions.
The effect of the Committee of Advertising Practice and
Broadcast Committee of Advertising Practice advertising
standard codes, as well as the recent Gambling Industry Code
for Socially Responsible Gambling, is assessed in relation to
advertising and sponsorship, and new opportunities for gambling
operators and brand owners are highlighted. Traps for the
unwary are discussed and a sponsorship agreement terms
checklist for brand owners and gambling operators is included.
Reference to recent Advertising Standards Authority
adjudications is made as they provide a useful guide on running
advertising campaigns without attracting complaints and the
regulator's attention.
INTRODUCTION
Much has been made recently of the new opportunities that
the Gambling Act 2005 provides, not just for gambling
operators, but for parties on both sides of the sponsorship
business and those looking to associate themselves with the
more trusted gambling brands. The types of new opportunity
being considered concern both access to new markets/customers
as well as raising profile and extending business offerings.
But behind the hype, what is the true position? How do
sponsors, those approached by or those actively looking for
sponsors in the gambling business approach the issues?
FIRST, THE BACKGROUND
The Gambling Act 2005 ('the Act'), which came into
force fully on 1st September, 2007, seeks to unify and update
the existing legislation governing gaming, betting and
participating in lotteries, all now coming under the definition
of gambling. It is designed to govern all forms of gambling,
apart from the National Lottery, and spread betting. The
following sectors are therefore now included: casinos, bingo,
gaming machines, betting, arcades, lotteries (except the
National Lottery) and, for the first time, remote gaming. At
its core are three key licensing objectives to ensure that:
gambling is fair and transparent;
gambling is free from crime;
children and other vulnerable people are protected from
being harmed or exploited by gambling.
In order to achieve these objectives a new licensing regime
regulating gambling has been established, under the auspices of
the Gambling Commission ('the Commission'), which has
taken over from the previous regulator, the Gaming Board for
Great Britain. All gambling operators based here must ensure
that they have all the necessary licences in place from the
Commission before conducting their operations, as it is
unlawful to operate, or to advertise a forthcoming service,
without the necessary licences being in place. Responsibility
for the regulation of advertising by gambling operators is
shared between the Office for Communication (Ofcom), The
Secretary of State for the Department of Culture, Media and
Sport (DCMS), the Commission, the Committee of Advertising
Practice (CAP), the Broadcast Committee of Advertising Practice
(BCAP) and the Advertising Standards Authority (ASA).
PREVIOUS PROBLEMS
Before the new gambling advertising rules came into effect
on 1st September, 2007, such advertising was regulated by
different pieces of legislation, and various broadcast and
non-broadcast advertising codes of practice. Inconsistencies
between the different sectors of the gambling industry were not
uncommon. To give two often-cited examples: bingo clubs and
lotteries were generally able to advertise on television, while
betting operators and casinos were not, and bookmakers were
able to advertise in newspapers, while again casinos were not,
other than by a minimal amount of factual information in the
classified advertisements, itself the result of a relaxation of
the otherwise stringent rules. It was possible for betting
operators and casinos to sponsor events, including events shown
on television; however, the old legislation was not only
piecemeal and inconsistent in its approach, it was also not
designed to accommodate the recent rapid changes in technology,
especially commercial use of the internet, since its enactment
over 40 years ago. While the changes that the Act makes affect
the whole of the gambling industry, and those working with it,
this paper is focused on certain changes to the gambling
advertising rules, with particular regard to the new
possibilities and pitfalls in relation to sponsorship
agreements.
It should be noted at this point that the Act does not apply
to Northern Ireland, where the position remains basically the
same as pre-September in England and Wales, although it should
also be borne in mind that the CAP code and BCAP code on
advertising both updated with effect from 15th
September, 2007 to take account of the liberalisation of
gambling advertising by the Act do still apply in
Northern Ireland, therefore specific advice in relation to
Northern Ireland should always be sought.
THE EFFECT OF THE ACT ON GAMBLING ADVERTISING
The Act modernises the gambling advertising rules by
creating consistency across the industry, and introducing a new
definition of advertising in s. 327, which is considerably
broader in its application than was previously the case. Now a
person can be advertising gambling in three different ways:
if he does anything to encourage people to take advantage
(directly or indirectly) of facilities for gambling;
if he brings information about such facilities to
people's attention with a view to increasing the use
being made of such facilities;
if he takes part in, or facilitates, an activity which
either he knows, or believes, to be designed to encourage
people to use gambling facilities, or he brings such
facilities to people's attention with a view to
increasing their use.
To bring such gambling facilities to people's attention
with a view to increasing their use includes arrangements where
a name is displayed in connection with an event or product, and
gambling is either the only or the main activity under that
name, or the way the name is displayed has been designed to
indicate that gambling is taking place under that name. This
means that all the key parties in any way involved in an
advertising campaign are caught by the Act. The new definition
is clearly intended not only to catch the gambling operator
placing an advertisement, but also the...
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