It has been announced today by the Betting and Gaming Council, the single industry association for betting and gaming in the UK, that it is to introduce a series of tough new measures around the prevention of underage gambling to protect under 18’s from seeing gambling advertisements.
In a new publication revealed today, the standards authority outlined new advertising measures in its Sixth Industry Code for Socially Responsible Advertising document.
This means that any member of the Betting And Gaming Council must ensure that future advertisements that are sponsored or paid-for on social media are targeted towards people who are age 25 and / or over, unless the organisation can ‘prove its adverts can be precisely targeted at over 18s’.
Search Engine Ads
In addition, the new Sixth Industry Code for Socially Responsible Advertising also applies to gambling adverts that appear on search engines, meaning that it must clearly state it is for people age 18 and over only.
Furthermore, the contents of the advertisements must also include safer gambling messages along with having to use age-verified accounts on networks such as YouTube, before they can see gambling adverts.
What’s more is, in the new crackdown against underage gambling ads, members of the organisation will also be required to post regularly on social media, reminding consumers about responsible gambling.
Michael Dugher of the Betting And Gaming Council explained more:
“As the new standards body for the regulated sector, we are committed to driving up standards within the betting and gaming industry.
We have made excellent progress in recent times and the Industry Code for Socially Responsible Advertising is updated as technology evolves. The latest edition is further evidence of our determination to continue to ensure that standards are rising and are as high as they can possibly be.
BGC members have a zero tolerance attitude to under-18s betting, and from requirements for safer gambling messages to restrictions on YouTube advertising, this new code shows how seriously the BGC, who represent regulated betting but not the National Lottery, take our responsibilities.
At the same time, we urge the Government to work with us to crack down on black market operators who have no interest in safer gambling or protecting their customers and do not work to the same responsible standards as BGC members.
It is vital that the big internet platforms honour their responsibilities to protect people online and we hope the Government will use its forthcoming Online Harms Bill to that effect. The Review of the Gambling Act will also provide further opportunities to improve standards and we look forward to working with the Government on this”
1st October 2020
These new measures are being introduced on the 1st October 2020, giving members of the Betting And Gaming Council just over a month to prepare for the tough new changes and plan their future gambling ads.