The British gaming sector is implementing additional measures to safeguard young individuals from gambling promotions. Effective October 1st, updated regulations from the Betting and Gaming Council (BGC) will obligate members to guarantee that sponsored social media advertisements exclusively reach individuals aged 25 and older. This follows a study by the Advertising Standards Authority that identified numerous gambling entities in breach of current age limitations on advertisements. The BGC, representing the regulated gaming sector in Britain (excluding the National Lottery), underscores its dedication to elevating benchmarks and advocating for responsible gaming practices. Beyond the social media adjustments, the revised guidelines also stipulate that any gambling advertisements displayed on search platforms must explicitly indicate their intended audience as those 18 years or older.
Audiences on the video platform YouTube must confirm their age and legal ability to engage in wagering activities before being shown related marketing.
Carolyn Duch, head of the responsible gambling organization GambleAware, emphasized the responsibility of large internet platforms to ensure user safety. She expressed hope that the government’s forthcoming Online Safety Bill will directly tackle this issue.
