The Betting and Gaming Council (BGC) has revealed its new industry measures aimed at providing better protection to under-18 individuals against online gambling ads.
The crackdown will form part of the BGC’s newly published ‘Sixth Industry Code for Socially Responsible Advertising’ which will be adopted and self-enforced by its members from 1 October. The only sector which this will not represent in the UK is the National Lottery.
Under new rules, the BGC members would be required to ensure that all sponsored or paid social media adverts will target consumers aged 25 or over unless the domain is able to prove the ads can be finely tuned for individuals at over 18 years of age.
Further safeguarding rules include a requirement that gambling-related adverts listed on search engines must be clear and visible that their content is for over 18s and feature safer gambling messaging, such as on their official Twitter accounts on a regular basis.
In addition, on video sharing platforms like YouTube, betting operators are only permitted to display adverts to users who have verified their age guaranteeing that the target audience is over 18.