UK Gambling Ads to Face New Regulations
The Betting and Gaming Council (BGC) is pleased with the UK government’s new regulations for online advertising.
The Department for Culture, Media and Sport (DCMS) revealed new gambling advertising rules yesterday.
Social media platforms and websites will need to take more steps to prevent minors from viewing ads for products they are not of legal age to use, including gambling advertisements. The DCMS stated that these platforms will be “legally obligated to have appropriate systems and procedures in place”.
The department also mentioned, “This will enhance safety, transparency, and foster customer confidence… while supporting industry growth.”
John Whittingdale, the minister for creative industries, also discussed plans to establish a new organization to improve the industry.
Michael Dugher, the BGC’s leader, expressed satisfaction with the new rules today (July 26).
He stated that the BGC had previously requested more action, “as we recognize the need for change”.
He added, “BGC members have already taken significant steps to ensure that our members’ advertisements only reach the intended audience.” “These new regulations from the government will ensure that platforms are required to do the same.
“Our members are eager to continue making improvements, while simultaneously creating jobs and businesses in the UK.”
Further updates will be provided.
Participants in the UK Wagering and Gaming Council (BGC) have taken measures to ensure that only those legally permitted to wager can view online promotions for regulated items.
The BGC has also implemented new codes of conduct that prohibit gambling-related marketing content from being displayed on football club social media accounts. Furthermore, BGC members have previously urged social media platforms to enable the public to opt out of receiving online advertisements.
At present, all social media advertisements targeting BGC members must be directed at individuals aged 25 and above. This regulation applies unless the platform can provide evidence that its targeting of individuals aged 18 and above is precise.
The UK currently employs a self-regulatory system for online advertising overseen by the Advertising Standards Authority. However, as the DCMS has indicated, there are challenges in applying these regulations to unregulated enterprises.
“As the proportion of online advertising increases, the rules governing it have not kept pace,” Whittingdale stated yesterday.
“We will guarantee that the regulatory measures we introduce contribute to safeguarding individuals, while also supporting and enhancing the legitimate advertising sector.”
Collaboration
The BGC stated today that it hopes to collaborate further with social media platforms.
One area of particular interest is the possibility for all platforms to introduce a marketing suppression tool to prevent advertisements from reaching those who have self-excluded through GAMSTOP.
The BGC also seeks more action taken on advertisement frequency.
A representative stated: “This will necessitate collaboration from social media platforms to bring it to fruition.”
This news arrives amidst extensive discourse concerning gambling and gaming regulation within the United Kingdom. Earlier this month, the BGC implored legislators to contemplate the repercussions on the broader industry when examining the Gambling Act Review White Paper.
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