BGC Supports New Government Measures for Children Protection

The Betting and Gaming Council (BGC) expresses its approval of the Government's newly announced rules aimed at curbing illegal online advertisements and enhancing protection for young individuals.

According to the Department of Culture, Media and Sport Minister, Sir John Whittingdale MP, social media platforms and websites will be required to take stronger actions to prevent children from viewing age-restricted advertisements for certain products, including gambling.

In response to the Online Advertising Programme, the Government plans to establish a task force dedicated to driving higher industry standards, a move welcomed by the BGC.

A few weeks ago, the BGC publicly urged social media giants to collaborate with their members to implement improved safeguards, safeguarding vulnerable groups and preventing children from being exposed to age-restricted product advertisements.

Details of the Decision

Michael Dugher, the BGC Chief Executive, had previously written to the DCMS, urging them to exert pressure on social media platforms to do more in this regard. In response, DCMS Minister Stuart Andrew MP has confirmed a meeting to promote positive change.

To ensure responsible online marketing for regulated betting and gaming products, BGC members have already taken significant steps. Presently, all social media ads for BGC members must be directed only at those aged over 25, unless platforms can provide evidence verifying their accuracy in targeting over 18s.

Furthermore, a new BGC code of conduct has been introduced, prohibiting football clubs from using their social media accounts, which are popular among youngsters, for direct marketing of betting odds and sites.

BGC members have been at the forefront of an initiative to collaborate with social media platforms, allowing the public to opt out of receiving betting and gaming advertisements online.

What Was Said

Michael Dugher, the CEO of the Betting and Gaming Council (BGC), expressed strong support for the new measures outlined by Sir John Whittingdale MP, aimed at safeguarding children and young individuals from viewing age-restricted advertisements.

He added:

“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.”

Recently Takes Measures

BGC members have already taken significant steps to ensure that advertisements by their members are targeted appropriately. With the new guidance from the Government, social media platforms will be obligated to adopt similar measures.

Their members are committed to maintaining high standards while also investing in jobs and businesses in the UK.

The BGC urges further cooperation on crucial issues, including the introduction of a marketing suppression tool by all social media companies to prevent betting and gaming ads from reaching individuals who have voluntarily excluded themselves through GAMSTOP, the national self-exclusion scheme. Additionally, more work needs to be done on ad frequency to protect vulnerable groups and young people, an effort that requires collaboration with social media companies.

The regulated betting and gaming industry in the UK is a significant contributor to the economy, supporting 110,000 jobs, generating £4.2 billion in tax, and contributing £7.1 billion overall.

Source:

“BGC WELCOMES NEW CRACK DOWN ON ILLEGAL ADS AND MEASURES TO FURTHER PROTECT CHILDREN ONLINE”, bettingandgamingcouncil.com, July 26, 2023.