The Betting and Gaming Council (BGC) has expressed approval of the new online advertising regulations issued by the British government.
The Department for Culture, Media and Sport (DCMS) recently unveiled fresh gambling advertising guidelines. The BGC applauds the UK’s new online advertising rules.
Social media platforms and websites will be obligated to implement more stringent measures to safeguard children from exposure to age-restricted advertising, including gambling advertising. The DCMS stated that these platforms will “be legally compelled to establish suitable systems and procedures”.
The department also emphasized: “This will enhance safety, transparency, and consumer confidence… while supporting industry development.”
John Whittingdale, Minister for Creative Industries, also outlined plans to establish a new collaborative group to elevate industry standards.
Dugher stated today (July 26) that the BGC embraces the new regulations.
He added that the BGC had previously advocated for more decisive action “as we acknowledge the necessity for change”.
He remarked: “BGC members have already undertaken substantial steps to ensure that advertising from our members reaches only appropriate audiences.” “The government’s new guidance will guarantee that platforms are required to implement similar measures.
“Our members anticipate continuing to drive higher standards while investing in UK jobs and businesses.”
Additional progress
BGC associates have taken measures to ensure that only those legally authorized to wager can view online promotions for regulated goods.
BGC associates are now requesting social media platforms to permit users to opt out of receiving online advertisements. The group has also introduced a new code of conduct that forbids gambling-related marketing content from being posted on football club social media accounts. Furthermore, all social media ads targeting BGC associates must be aimed at those 25 years of age and older. This rule applies unless the platform can provide evidence to confirm the accuracy of its targeting to those 18 years of age and older.
The UK presently has a self-regulatory system for online advertising overseen by the Advertising Standards Authority. However, as the DCMS has indicated, there are challenges in applying rules to unregulated businesses.
“As the proportion of online advertising steadily increases, the rules governing it haven’t kept pace,” Whittingdale stated yesterday.
“We will guarantee that the regulatory measures we propose help to keep individuals safe, while supporting and enhancing the legitimate advertising industry.”
The BGC added today that it hopes to collaborate further with social media platforms. One area of particular interest is the potential for all platforms to introduce a marketing suppression tool to prevent ads from reaching individuals who have self-excluded through GAMSTOP.
The BGC also wants to see more action on advertising frequency.
A representative stated, “This endeavor will necessitate assistance from social media platforms for BGC members to achieve success.”
This announcement arrives as the UK’s gambling and gaming regulations are generating considerable debate. Earlier this month, the BGC urged legislators to contemplate the potential ramifications of legislative modifications for the entire industry when they examine the Gambling Act Review White Paper.
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