BGC forms Ad Tech Forum to advise online gambling operators

Tech giants such as Meta, Twitter, Google and Snap will help online gambling operators develop ways to protect children and other vulnerable groups.

UK.- The industry association the Betting and Council (BGC) has set up a cross-industry Ad Tech Forum that aims to give UK online gambling operators technical guidance and oversight to ensure their digital ad campaigns protect children and vulnerable audiences.

The initiative will support the commitments introduced in the BGC’s latest Industry Code for Socially Responsible Advertising.

The BGC says the forum represents a commitment to put technology at the centre of its governance duties.

It says that tech giants such as Meta, Twitter, Google and Snap will work with BGC members to develop new ways to protect audiences, including using data to improve the age accuracy of gambling advertising.

BGC chief executive Michael Dugher said: “I am delighted that the BGC has been able to co-ordinate the Ad Tech Forum, which I’m sure will come up with new ways of protecting young people and the vulnerable online.

“Since being set up two years ago, we have worked tirelessly to drive up standards and promote safer gambling, and this is proof of our determination to go even further.”

The Advertising Association has lent its support to the forum. Its CEO, Stephen Woodford, said: “We welcome the proactive work by the gambling industry with tech platforms and advertising bodies.

“It is essential that gambling ads online and in social media meet the highest standards of social responsibility.”

The BGC has taken a number of measures to try to improve advertising targeting and age-gating.

Its latest Industry Code introduced at the start of the year requires members to ensure that all sponsored or paid for social media is targeted at over 25s, unless it can be proved the adverts meet a standard of age targeting verified by a recognised third party.

Gambling ads that appear through search engines must clarify that the products are for those aged over 18, and the adverts themselves must include safer gambling messages.

The BGC has also welcomed moves by Facebook and Snapchat to allow users to opt out from seeing gambling ads.

See also: BGC: new rules for gambling posts on football social media