BGC members such as Flutter, Bet365 and William Hill, have joined the project along with members of the Advertising Association and Lotteries Council. Tech platforms such as Google, Twitter, Meta and Snap have also agreed to contribute.
The forum aims to build on the commitments made in the Sixth Industry Code for Socially Responsible Advertising. The code requires operators to ensure that sponsored or paid social media adverts target individuals aged 25 and above, unless verified by a third party. Additionally, gambling ads on search engines must clearly indicate that they are intended for individuals aged 18 and above, while also including messages promoting safer gambling.
Michael Dugher, chief executive of the BGC, expressed his delight at coordinating the Adtech Forum, which he believes will develop new methods to protect young people and vulnerable individuals online. The BGC has prioritized standards improvement and safer gambling promotion since its establishment two years ago. Notably, it has implemented a social media code of conduct for football clubs and gambling websites, and its members have instituted a ban on gambling ads during football matches.
The BGC recently urged the government to prioritize child protection in the forthcoming Gambling White Paper. Stephen Woodford, chief executive of the Advertising Association, commended the gambling industry’s collaborative work with tech platforms and advertising bodies, stressing the importance of adhering to the highest standards of social responsibility for online and social media gambling ads.
