The UK’s Department of Culture, Media and Sport (DCMS) has introduced new measures aimed at restricting children’s exposure to age-restricted adverts, including those related to gambling. Social media platforms and websites will now be legally required to implement proportional systems and processes to enhance safety, transparency, and consumer trust while supporting industry growth. Creative Industries minister Sir John Whittingdale further announced plans to establish a task force to improve industry standards. The Betting and Gaming Council (BGC) has welcomed these new rules and expressed its commitment to ensuring that its members’ advertisements reach the appropriate audiences.
Already, BGC members have taken significant steps to ensure that online marketing for regulated gambling products only targets individuals who are legally eligible to bet. Presently, social media advertisements by BGC members must be aimed at individuals over the age of 25, unless platforms can provide evidence verifying their targeting accuracy regarding over-18s. To reinforce responsible advertising practices, a code of conduct has been introduced by the BGC, prohibiting the distribution of betting-related marketing on football club social media accounts. BGC members have also urged social media platforms to allow users to opt-out of receiving online adverts.
While the UK has a self-regulatory system for online adverts overseen by the Advertising Standards Authority, there are challenges in applying these rules to unregulated businesses. Addressing this issue, Creative Industries minister Sir John Whittingdale pledged to develop regulations that prioritize public safety while supporting and elevating legitimate advertising. The BGC has expressed its desire for continued collaboration with social media platforms, particularly in implementing a marketing suppression tool to prevent self-excluded individuals through GAMSTOP from viewing adverts. The BGC also seeks further action to control the frequency of ads, acknowledging that achieving this requires cooperation from social media companies.
These developments coincide with ongoing discussions surrounding the regulation of betting and gaming in the UK. The BGC has urged lawmakers to consider the wider impact on the industry in their review of the Gambling Act Review white paper.
