The industry standards body the Betting and Gaming Council (BGC) has formed a cross-industry ad-tech forum to establish how the latest technology can help protect children and young people online.
Aiming to keep younger and vulnerable people protected from gambling-related harms, the forum includes firms and operators industry-wide including Flutter, bet365 and William Hill, Advertising Association members and the Lotteries Council.
Furthermore, leading tech companies such as Meta, Twitter, Google and Snap will offer their input into the forum, helping to improve technology to improve age accuracy in relation to advertising.
BGC has stressed that the new scheme will conform to the commitments made in the Sixth Industry Code for Socially Responsible Advertising.
Introduced at the beginning of the year, the Code forces BGC members to ensure that all sponsored or paid social media adverts are targeted at those aged over 25.
The Advertising Association has underlined its support for the new scheme, with its CEO Stephen Woodford, commenting: “We welcome the proactive work by the gambling industry with tech platforms and advertising bodies. It is essential that gambling ads online and in social media meet the highest standards of social responsibility.”
BGC is aiming to follow up on the work done to reduce the amount of young people gambling. The UK Gambling Commission released statistics demonstrating that ‘the proportion of young people taking part in any form of gambling has fallen from 23% in 2011 to 11% in 2019’.
Michael Dugher, CEO of the BGC, added: “I am delighted that the BGC has been able to co-ordinate the Ad Tech Forum, which I’m sure will come up with new ways of protecting young people and the vulnerable online.
“Since being set up two years ago, we have worked tirelessly to drive up standards and promote safer gambling, and this is proof of our determination to go even further.”