The UK's BGC Hails Recent Government Advertising Measures



Benard Maumo

The Betting and Gaming Council (BGC) has approved the recently-announced advertising regulations from the UK Government. The new measures aim to reduce illegal internet adverts and safeguard the underage from potential harm.

The UK's BGC Hails Recent Government Advertising Measures

Sir John Whittingdale MP, the Minister of the Department of Culture, Media and Sport (DCMS), announced the new rules on July 25, 2023. The new regulations direct all social media networks and websites to take stricter measures to stop children from viewing ‘harmful’ ads, including gambling.

Weeks ago, the BGC urged all major social media entities to come together and develop better safety standards to protect the vulnerable and ensure minors don’t get exposed to adult averts.

At the start of the year, Michael Dugher, the BGC’s CEO, sent a letter to DCMS asking the Government to push social media platforms to act sooner. The Minister for the Department for Digital, Culture, Media, and Sport (DCMS), Stuart Andrew MP, said he would convene a meeting to speed up changes.

The BGC says that most of its members have made concerted efforts to ensure that only those approved to gamble can view their online advertisements for regulated sports betting products and casino games. Unless the platform can confirm the accuracy of its targeting for at least 18 years, all ads on social media must target people aged 25 and older.

The implementation of a new BGC code of conduct prevents football clubs from advertising betting odds and regulated gambling sites on their social media platforms. According to the BGC, these platforms are popular among youngsters.

Members of the BGC in the United Kingdom have also been instrumental in sensitizing the public to opt out of receiving advertisements for gambling on social media.

The Betting and Gaming Council’s CEO, Michael Dugher, has approved the new measures. He said:

“We strongly welcome these new measures set out by Sir John Whittingdale MP which will do more to protect children and young people from seeing age restricted adverts. It follows our calls on the Government to do more in this area, because we recognized change was needed. BGC Members have already taken big steps to ensure adverts by our members only reach the right audiences. This new guidance from the Government will ensure that the platforms are required to do the same. Our members look forward to continuing to drive higher standards, whilst investing in jobs and businesses in the UK.”

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