Guidelines

This article provides information on the marketing guidelines for promoting The Fundraising Club Lottery to the affiliate club's members.

Quick links:

Introduction	Regulatory Framework
Materials	Example Material
Raising Awareness	Related articles
Further Clarity	Contact support

Introduction

Marketing any gambling products, including lotteries, is a highly regulated
operation with multiple bodies issuing guidance under the umbrella of the
Gambling Commission.

The Fundraising Club (TFC) operator’s licence is at risk if any Affiliate (Club)
inappropriately markets the lottery which would be potentially disastrous for
all clubs’ fundraising.
As such, TFC will provide the marketing materials for Affiliates to use in
marketing the lottery.

Materials

In terms of marketing material, Affiliates MUST NOT:

Undertake any social media advertising unless the material follows the guidance in this
document.
Undertake any email marketing campaigns unless the campaign follows the guidance in this
document.
Produce any leaflets, posters, beermats, merchandise etc promoting the lottery unless the
material follows the guidance in this document.

We recommend that you use the marketing assets found further on in this document. If you have
any questions or need help, please contact support@thefundraisingclub.org.uk.

As regards players signing up for the lottery, this will be done via the online sign up page or where available the approved Bee Ethical Ltd tablet or sign-up app.

Players can also sign up by phone/writing/email to Bee Ethical Ltd.

Where sign-ups take place face to face with Affiliates and their supporters the Affiliate must not under any circumstances accept cash, cheque or credit card payments. Any face to face sign ups should be via the approved tablet or app.

Raising Awareness

The above relates to formal marketing and materials. The principles also apply when Affiliates
speak to their supporters about the lottery and a general guide for how those interactions take
place is as follows.

TFC and its Affiliates will ensure that all efforts are:

Legality and Honesty:	Adhere to legal standards. Uphold principles of decency, honesty, and truthfulness.
Accuracy and Social Responsibility:	Avoid misleading content. Present information accurately without exaggeration or omission. Demonstrate social responsibility in advertising practices.
Limitations and Qualifications:	Clearly state any limitations or qualifications, especially regarding special offers, rewards, bonuses, or incentives.
Harm and Offence:	Avoid causing harm, serious offence, violence, or anti-social behaviour.
Protection of Vulnerable Individuals:	Avoid exploiting the vulnerabilities of children, young persons, or other susceptible individuals.
Appeal to Children and Youth:	Not likely to appeal to children or young persons, and refrain from association with youth culture.
Media and Age Restrictions:	Not directed at those aged under 18 through media selection or context.
Representation of Age:	Exclude individuals who appear to be under 25 from gambling-related content.
Socially Responsible Portrayal:	Avoid portraying, condoning, or encouraging socially irresponsible gambling behaviour.
Avoid Misleading Perceptions:	Do not suggest that participation in a lottery can solve personal, professional, or educational problems.
Ethical Considerations:	Do not exploit cultural beliefs or traditions about gambling or luck.

Further Clarity

Not to be marketed/promoted/sold to anyone under 18 years.
Children U18 not to be involved in any promotion or marketing of the lottery.
Marketing communications must neither suggest peer pressure to participate nor
disparage abstention.
Marketing communications for lotteries must not be likely to be of strong appeal to
children or young persons, especially by reflecting or being associated with youth
culture. They must not include a person or character whose example is likely to be
followed by those aged under 18 years or who has a strong appeal to those aged
under 18.
There are additional requirements if fundraising by mail, or telephone so Affiliates
should avoid that until further advice has been given.

Regulatory Framework

Promotion/Marketing of lotteries is regulated by:

The Gambling Act 2005

The Gambling Commission guidance

Licensing Conditions Code of Practice (LCCP) Licence Conditions and Codes of Practice

The Betting and Gaming Council – Industry Group for Responsible Gambling (IGRG) Code (edition 7) IGRG | Betting & Gaming Council

The Fundraising Regulator Code of Practice Code Fundraising Practice October 2019.PDF

Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP code) and the

Code of Broadcast Advertising (BCAP code), including

CAP - 08 Promotional marketing;
CAP - 16 Gambling;
CAP - 17 Lotteries;
BCAP - 17 Gambling; and
BCAP - 18 Lotteries

Non-broadcast Code - ASA | CAP

Broadcast Code - ASA | CAP

Example Material

You can use the text and artwork on the following pages to promote
ticket sales to your members and beyond.
Please ensure you link out to your ticket sales page where possible. To
get the link to your lottery page go to the Lottery section of your club
website and copy the link.
You can download the artwork by visiting this page.
You CAN create your own marketing assets but you MUST follow the
guidance in this document.
If you require printed posters please email support@thefundraisingclub.org.uk and
include your name and address.