Football clubs are not allowed to promote gambling if strict new rules come into force.

Arsenal have been criticized online by Gary Lineker, among others, after the club’s social media account advertised its “official betting partner” ahead of the FA Cup game against Southampton last month. The betting and game council (BGC) then worked out new measures to prevent similar contributions.

The new BGC Code of Conduct does not allow calls to action or links to gambling websites in organic tweets in football club social media feeds. The Code of Conduct also prohibits the display of direct bonuses or opportunities to win on organic tweets that are not intended only for those over 18.

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 have a zero tolerance approach to gambling under the age of 18. As an industry, we are understandably concerned that children could be exposed to betting ads on Twitter.

“Our new guidelines set out the standards football clubs are expected to see when they post gambling advertisements on social media and I look forward to seeing them put into practice as soon as possible.”

In a statement to The Independent, an Arsenal spokesman said: “Our partnership with SportsBet.io is based on a shared commitment to promoting safe and responsible gaming. We are excited to work with an industry leading organization that takes its social and regulatory responsibilities very seriously.

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“We encourage anyone struggling with gambling to seek confidential and professional assistance at www.gamstop.co.uk.”