New rules designed to prevent football clubs from suspending kids' gambling websites and betting offers by promoting them on their social media platforms will go into effect next month.
However, the restrictions imposed by the Betting and Gambling Council only apply to its members who are UK based gambling companies.
Analysis by Sportsmail suggests that fourteen top clubs currently have betting partners or sponsors who are not covered by the rules so they can continue to view the ads and promotions.
Arsenal has been criticized for promoting gambling offers on the club's Twitter feed
It is now up to the Premier League clubs and their overseas partners to decide whether to follow best practices.
This weekend, three Premier League clubs with foreign betting partners – Newcastle United, Burnley and Arsenal – made gambling offers to fans ahead of the games.
New rules are designed to protect children from competition, but Arsenal placed a gambling ad alongside a tweet from the Junior Gunners, which drew criticism
Betting firms are one of the mainstays of sponsorship in the Premier League, with deals across the division valued at more than £ 70 million a year.
Sponsorship includes everything from game day and training equipment to pitch side hoardings and online profiles.
There are widespread concerns about children's exposure to gambling brands from soccer. If advertising appears on social media, which is often supported by the association, this is a direct indication for young people who see these channels.
On Saturday, Arsenal promoted a Super Boost offer with its "official betting partner" directly via a retweet from the Junior Gunners in which a young mascot had a virtual team talk with the players before the game against Leeds United. The ad was heavily criticized by a MP who advocates stricter regulation of gambling.
The ad would violate the new rules of the Betting and Gambling Council, which will come into force on March 1st. However, it would not be restricted as the company concerned does not fall under the jurisdiction of the BGC, a spokesman for the agency told Sportsmail.
In fact, the majority of the clubs' gambling partners do not fall under the BGC code. The Premier League will now discuss the best practice guidelines with the clubs and the BGC hopes they will be adopted across the league.
Brigid Simmonds, Chairwoman of 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 take a zero-tolerance approach to play by children under the age of 18. Therefore, as an industry, we are understandably concerned that children could be exposed to betting ads on Twitter.
✅ Four consecutive goals conceded
🤔 Do you think we can make it five 𝗮𝗻𝗱 win today's game?
👇 Here's your super boost for #ARSLEE
– Arsenal (@Arsenal) February 14, 2021
"Our new guidelines set out the standards expected of football clubs when they post gambling advertisements on social media and I look forward to seeing them put into practice as soon as possible."
The new rules, which will also apply to the EFL, were drafted after the Gunners drew criticism of an earlier ad promoting their betting partner ahead of the FA Cup game against Southampton last month
Gary Lineker, BBC MOTD expert and former England international, highlighted the club's tweet and attracted nearly 50,000 likes.
Newcastle United uses its Twitter feed to promote gambling offers and affiliate advertisements
The rules do not contain any links or advertisements to the web addresses of betting websites, any offers, calls to action or advertisements of odds or retweets of betting companies' own marketing on soccer club social media.
On Sunday, Arsenal's "Super Boost" promotion included a link to their website with an indication of the odds for "Arsenal wins and clears a clean sheet".
The Super Boost graphic and link was in a tweet from Arsenal FC that said, “Do you think we can make it five and win today's game? Here's your super boost for #ARSLEE. & # 39;
“Football clubs use their social media to promote betting. This is probably part of doing business with gambling companies, "Carolyn Harris, chairwoman of the all-party group on gambling damage, told Sporstmail.
Burnley promoted a tweet from gambling partner Dafabet on the club's official Twitter feed
Premier League and Championship clubs are losing £ 110m a year if a government review of gambling due to close next month results in a ban on betting companies sponsoring football shirts.
Eight out of 20 clubs in the Premier League currently rely on shirt sponsors from the gambling industry, bringing in around £ 70million. In addition, EFL clubs benefit from sponsorship and commercial agreements with the league worth £ 40 million
In this season's Premier League, West Ham, Wolves, Burnley, Southampton, Leeds, Crystal Palace, Newcastle and Fulham have betting companies on the front of their jerseys, while Aston Villa and West Bromwich Albion have gambling companies on their sleeves.
And she was particularly concerned about Arsenal's use of the Twitter feed, even after the club was called by Lineker.
“You have to be more careful how you handle these things,” Harris said.
“Given the attention I give them, a big club like Arsenal couldn't have acted like that. You need to stop doing this and if you can't, you need a serious conversation with your sponsor. "
Harris said research has shown that children absorb marketing from gambling companies and it affects their behavior later in life.
"I have known children who are grown up and know the names of gambling companies before they know the names of the players," she said.
On Saturday Burnley retweeted a price boost from his betting partner before the club's 3-0 win at the Crystal Palace.
It contained a graphic with odds of winning and a link to the website, even though it had the trademark 18+ and Gamble Aware.
Meanwhile, Newcastle United retweeted betting promotions for two gambling companies on Saturday before losing 2-0 to Chelsea.
One offered Just Eat vouchers worth £ 25 for a retweet and the other offered a £ 10 bonus if a follower could guess the name of the first scorer in Newcastle, to which a player replied, “Don't be silly. .. nobody . & # 39;
Aware of the limitation in the rules it has announced, the BGC has written to the Premier League and EFL asking them to share best practices with all of their clubs.
Arsenal have been asked to comment. Sportsmail expects the Premier League to plan to discuss the BGC rules with the clubs.
Carolyn Harris MP is campaigning for more stringent control of gambling advertising by clubs
|society||Official betting partner / sponsor|
|Brighton||Betway (based in the UK)|
|Burnley||Dafabet / LoveBet (shirt sponsor)|
|Crystal palace||W88 (shirt sponsor)|
|Fulham||BetVictor (based in the UK)|
|Leeds||SBOTOP (shirt sponsor)|
|Leicester||Parimatch (training kit and betting partner)|
|Manchester City||Marathonbet (training equipment and betting partner)|
|Manchester United||Yabo Sports|
|Newcastle United||Fun88 (shirt sponsor) / MansionBet / Bet365 (based in Great Britain)|
|Southampton||Sportsbet.io (shirt sponsor) / Unibet (based in Great Britain)|
|Tottenham||Fun88 / William Hill (in Great Britain) / Betway (in Great Britain)|
|West Ham||Betway (based in the UK)|
|Wolves||ManBet / Bet365 (based in the UK)|