Critics may suggest the Betting & Gaming Council (BGC) is determined to maintain the industry's status quo, but the body has taken a proactive stance on another problem by raising the issue of gambling social media posts by football clubs.
With the BGC already having set out advertising and marketing guidelines for the sector during the coronavirus pandemic, and also taking into account the whistle-to-whistle advertising ban, the body has not waited to be called upon to now discuss social media posts.
A BGC statement read: "Questions have been raised over gambling adverts posted by clubs on their official Twitter accounts.
"Under the new BGC code of conduct, calls to action or links to gambling websites would not be allowed on organic tweets on the social media feeds of football clubs."
The BGC will be writing to the Premier League and English Football League highlighting new guidelines that will make clubs aware and encourage them to apply the rules for non-BGC members.
The body also sent a letter to Twitter and Facebook calling on the social media giants to introduce age-gating for all social media acccounts.
Brigid Simmonds, BGC chair, 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 have a zero tolerance approach to gambling by under-18s, so as an industry we are understandably concerned that children may be exposed to betting adverts on Twitter.
“Our new guidelines make clear the standards expected of football clubs when they post gambling promotions on social media, and I look forward to them being put into practice as soon as possible.”