UK adopts measures to reduce underage online ads exposure

28 Aug 2020

bg councilBGC, the UK’s Betting and Gaming Council, has announced the implementation of a new set of measures in order to prevent underage audiences from being exposed to online gambling advertisements. In addition to the 6th edition of the Industry Code for Socially Responsible Advertising, new rules will require BGC’s members to ensure that all their sponsored (paid) social media ads will be targeting consumers aged 25 or over, unless the respective website is able to prove that its list is actually targeted at over 18’s. Moreover, operators will have to make sure that all gambling ads listed on search engines have clearly marked content for over 18’s and feature a 'safer gambling' message too. Accordingly, such ads on YouTube will only be visible to age-verified adult users.

Michael Dugher, BGC’s chief executive had a few things to say: “BGC members have a zero-tolerance attitude to under-18s betting and from requirements for safer gambling messages to restrictions on YouTube advertising, this new code shows how seriously the BGC, who represent regulated betting but not the National Lottery, take our responsibilities. At the same time, we urge the government to work with us to crack down on black market operators who have no interest in safer gambling or protecting their customers and do not work to the same responsible standards as BGC members. The Review of the Gambling Act will also provide further opportunities to improve standards and we look forward to working with the Government on this.”.

The new set of measures comes shortly after the BGC, always in close cooperation with the UKGC, praised the impact that the so-called ‘whistle-to-whistle’ ban has had in the UK. A ban on gambling-related ads during broadcasted sporting events that, as stated, has helped reduce the number of such ads seen by children by a massive 97%.

10,000+ have already benefited from Bookmakers.bet

Register to our newsletter and be the first to get our exclusive bonuses and promotions. Fill in your name & email and stay tuned on the latest offers and the new bookmakers in your country.

I agree with the terms of use.

BOOK SPY

The Malta Gaming Authority (MGA), the well-respected regulatory body, has introduced a new online platform that will allow bookmakers to report suspic...

Read more »

The Danish gambling market experienced a 5% revenue drop year-on-year (YOY) for Q3 2020. According to figures from the Spillemyndigheden (Danish Gambl...

Read more »

The UK-based bookmaker Spreadex has been named the EGR Awards 2020 spread betting operator of the year. The annual EGR Awards are organized by the eGa...

Read more »

GVC Holdings PLC has embarked on a new sustainable growth strategy that includes the rebranding of the company as Entain and the decision to pull out ...

Read more »

Kambi Group, the renowned provider of sports betting services to licensed online gambling operators, reported €28.1m in revenue for Q3 2020. This mean...

Read more »

The online gambling operator LeoVegas posted its financial results for the three-month period (Q3) up to September 30, 2020. The generated revenue was...

Read more »

Norwich City announced a new betting partnership with the acclaimed bookmaker 888sport. The renowned betting brand does not only have a strong presenc...

Read more »

Alberto Garzón, Spain’s Minister of Consumer Affairs, has informed the top La Liga teams that any gambling-related sponsorship agreement must end at t...

Read more »

  The English Football League (EFL) defends its gambling sponsorships, as the UK government considers a potential prohibition on all betting oper...

Read more »

The world of fighting sports is in line for a massive bout, the first of that magnitude within 2020. The recent pandemic has spoiled many significant ...

Read more »

Latest Betting Offers