Members of the Betting and Gaming Council (BGC), including Bet365, Flutter, and William Hill, have backed the group, and so have representatives of the Advertising Association and the Lotteries Council. Google, Meta, Twitter, and Snap have also committed to participate.
The discussion board will concentrate on building on the promises made in the 6th Industry Code for Socially Liable Advertising, which requires operators to make sure that everything endorsed or compensated for social media ads are targeted at people aged twenty-five and up – unless it could be proven that the ads fulfill a benchmark of age target marketing validated by an agreed-upon 3rd party. The rule also requires that gambling advertisements that display on search results highlight that these items are only for people above the age of 18. The advertisements in question must also contain warnings on safe gambling.
The BGC has urged the government to prioritize children protection services in the forthcoming Gambling White Paper.
Since its inception in 2019, the organization has made significant strides in the area of responsible gambling. This included the adoption of a social networking code of practice for football clubs & gambling sites, as well as the implementation of a whistle-to-whistle prohibition on betting advertisements throughout football games by its members. Read more about the football betting odds of the season by clicking here.
It is critical that betting advertisements on the internet and in social media adhere to the strictest socially responsible requirements.
The Betting and Gaming Council (BGC) is the UK’s sole gaming and betting industry group, representing betting shops, online gaming enterprises, and casinos and bingo as the standards body, except the National Lottery. They collaborate with their big and minor members to promote high standards of ethics, foster a culture of safe betting and gaming, and foster social and institutional confidence in their world-class industry.