Snapchat Meets BGC’s Industry Code for Socially Responsible Advertising
The UK’s Betting and Gaming Council (BGC) has given its endorsement to the social media platform Snapchat after it introduced a feature allowing UK users to opt-out from seeing gambling adverts.
Snapchat has been working closely with the BGC over the past year in order to give users more control over which adverts they see. Furthermore, the company now meets the requirements of the updated Industry Code for Socially Responsible Advertising, which was published last year.
The code makes it compulsory for members of the BGC to make sure that all social media adverts are targeted at consumers aged 25 and above unless the platform can guarantee that the adverts are precisely targeted at over 18s.
This is yet more evidence of our commitment to raising standards in the regulated industry. I welcome this move by Snapchat, and I would urge all social media and search platforms to provide the ability for users to opt out of viewing betting adverts. The regulated betting and gaming industry is determined to promote safer gambling, unlike the unsafe and growing online black market, which has none of the safeguards which are commonplace among BGC members.
As part of its efforts to control gambling advertising, earlier this year, the BC released new rules that prohibited gambling adverts from appearing in football clubs’ social media posts. It is also calling upon the UK government to establish a gambling ombudsman to deal with customer complaints.
Snapchat UK General Manager Ed Couchman said that it has always been important to the company that users are able to “influence” the types of adverts they see. He added, “It’s fantastic to roll this change out, and we’re grateful to have partners in the BGC who are doing vital work to ensure this industry continues to grow and evolve with consumers at the heart.”
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