Paddy Power Betfair Take Firm Stance on ‘CoronaVirus Marketing’

Paddy Power Betfair have taken a stand against marketing that uses the current novel coronavirus pandemic to sell or promote products, announcing a zero tolerance approach…

By: Andrew Burnett

In a circular sent out to all affiliates and partners titled ‘Coronavirus and Marketing’, the Flutter Entertainment-owned bookmaker urged them to stick to the PPB marketing guidelines and code of conduct, and not to use ‘current events in an opportunistic manner’.

“Partners are not allowed to reference coronavirus in any marketing materials when promoting PPB brands. We will have zero tolerance on this type of activity and partners will be suspended immediately.”

The reminder comes as the coronavirus dominates the headlines globally, and amid mass cancellation of sporting events that could hit the sportsbetting industry to the tune of $billions.

So far the cancellations or postponements have hit the British Premier League, all horseracing including the Grand National at Aintree closed down, at least to spectators, the Six Nations Rugby Union tournament, MMA’s UFC Fight Night London and most international football matches.

At the same time, there have been 200,000 confirmed coronavirus cases and more than 8,000 deaths worldwide – an unfolding tragedy for many that could be easily abused by unscrupulous companies looking to cash in on the situation.

For this reason, PPB are imploring their partners and affiliates to ‘always promote our brands with a responsible and compliant approach’.

The Paddy Power Betfair announcement on marketing ethics is part of a wider response to the coronavirus pandemic.

Chief executive Peter Jackson said: "The challenge currently facing our business and the industry more widely is unprecedented in modern times. Our focus, first and foremost, is on protecting the welfare of our employees and our customers and we will leave nothing to chance in this regard."

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