UK’s BGC (Betting and Gaming Council) has released a new set of industry standards that will help prevent youngsters below 18 years old from viewing gambling advertisements via internet-based media platforms.
The newly unveiled measures are part of BGC’s latest ‘Sixth Industry Code for Socially Responsible Advertising’, which will be observed by all its members starting 1st October 2020.
The directive by BGC ensures that every paid or sponsored social media ad targets consumers aged 25 years and older unless a site can demonstrate that its content is only directed to audiences that are over 18 years old.
Additional digital safety measures under this new code of conduct will require all operators to make sure that all adverts related to betting are listed on search engines, to disclose that their content is not for audiences that are below 18 years old. On top of that, all the adverts must include safer gambling messaging. On online video sharing platforms like YouTube, gambling operators will only be able to show ads to users who have verified their age. This would guarantee that the target viewers are over 18.
The BGC emphasizes that UK gambling has had significant progress on its directive towards responsible marketing practices, particularly the whistle-to-whistle prohibition on television ads in the course of sports programs, a measure which has led to a 97% drop in betting ads viewed by underage audiences.
Back in May, BGC reiterated its commitment towards setting up industry workgroups to join forces with marketing bodies and media proprietors in creating new AdTech solutions that will help prevent youngsters from viewing gambling ads. This new announcement is proof that the BGC is staying true to its cause and will continue championing for a safer gaming industry.