The Betting and Gaming Council (BGC) has released a statement applauding a new feature on Snapchat that allows users to opt out of gambling-related advertising.
Snap, the Snapchat developer, has spent the last year ‘working closely’ with the betting industry trade body, and plans to leverage the feature to give its clients more discretion over the advertisements they see.
Snap has also changed the app’s dynamics to comply with the new Industry Code for Socially Responsible Advertising, which was established last year.
As a result of the changes to the code, all BGC members must now ensure that all social media advertising is directed at customers above the age of 25, unless connected websites or platforms can demonstrate that they can expressly target over-18s.
Influencing advert types
Ed Couchman, General Manager of Snap UK said: “It has always been important to us that our community is able to influence the types of adverts they see on Snapchat.
“It’s fantastic to roll this change out and we’re grateful to have partners in the BGC who are doing vital work to ensure this industry continues to grow and evolve with consumers at the heart.”
The development comes after Google announced earlier this week that, in addition to alcohol, politics, and prescription drugs, it will not allow advertising related to gambling to be promoted via the ‘Masthead slot’ of its YouTube video platform.
Raising standards in the regulated industry
BGC Chief Executive Michael Dugher said of the recent development with Snap, “This is yet more evidence of our commitment to raising standards in the regulated industry.
“I welcome this move by Snapchat and I would urge all social media and search platforms to provide the ability for users to opt out of viewing betting adverts.
“The regulated betting and gaming industry is determined to promote safer gambling, unlike the unsafe and growing online black market, which has none of the safeguards which are commonplace among BGC members.”
The BGC’s comment comes after the organisation’s request last week for the establishment of a gambling ombudsman to improve customer complaint resolution, which Dugher called as confirmation of the industry’s “determination to drive up standards.”