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The UK’s Betting and Gaming Council Backs New Advertising Measures

Last update: May, 2024

Written by: Simon Young Editor
The UK’s Betting and Gaming Council Backs New Advertising Measures

BGC (the Betting and Gaming Council) has openly supported the new advertising measures introduced by the UK government this week. On July 25, The Department of Culture, Media, and Sport (DCMS) introduced new gambling advertisement restrictions.

In the new measures, the Government has directed that social media and online platforms take stricter action to prevent young persons from viewing age-restricted adverts, particularly betting and gambling in online casinos. According to the DCMS, these platforms must have proportionate systems and processes to achieve the goal. The Government said this will “improve safety, transparency, and consumer trust.”

Michael Dugher, the CEO of the Betting and Gaming Council, has said that the body welcomed the regulations. He stated that the BGC has always been at the forefront of asking for greater action because the body recognized change was required.

Some of BGC’s members have already taken action to limit internet adverts for regulated products to people who are legitimately permitted to bet. All social media marketing for the body’s members must now target consumers over 25. BGC wrote to the department earlier this year, requesting urgent action on social platforms to do more.

The new advertising code of conduct also targets football clubs in the country. Football teams are prohibited from directly promoting adverts on betting odds and websites on their social media profiles. That’s because these platforms are very popular with young people, according to BGC.

BGC members have also joined a social media campaign to encourage the general public to decline to receive online gambling and betting ads.

Dugher stated: “We strongly welcome these new measures set out by Sir John Whittingdale MP which will do more to protect children and young people from seeing age restricted adverts. It follows our calls on the Government to do more in this area, because we recognised change was needed.

“The BGC members have already taken big steps to ensure adverts by our members only reach the right audiences. This new guidance from the Government will ensure that the platforms are required to do the same. Our members look forward to continuing to drive higher standards, while investing in jobs and businesses in the UK.”

The BGC has stated that it wants more collaboration on issues, such as introducing an advertising suppression tool by social media apps. The body hopes that introducing this tool will stop gambling and betting advertisements from reaching people who have voluntarily excluded themselves from gambling through GAMSTOP, the country’s self-exclusion program.

In addition, the body says that its members cannot protect young people and vulnerable groups without the assistance of social media apps, calling on further work on ad frequency.

The UK’s regulated betting and gaming sector currently supports 110,000 jobs, according to the Council. Also, this market brings in £4.2 billion in tax revenue and makes £7.1 billion in economic contributions. However, the BGC is saddened by the latest data from the Gambling Commission, showing the rate of problem gambling among adults is 0.3%, with 22.5 million adults betting monthly.

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