BGC praises new Snapchat policy on gambling adverts

The Betting and Gaming Council (BGC) has voiced its approval after social media giant Snapchat announced that it would offer its users the option to opt out of seeing gambling adverts on its service from now on.

The development marks the latest result of an extended period of collaboration between the social media platform and the regulatory body. 

Last year, the BGC released an updated edition of the Industry Code for Socially Responsible Advertising, a code of conduct to be followed by all its members which set out the rules regarding the targeting of gambling ads. Snapchat has now met this requirement, according to which gambling ads on social media platforms must be targeted solely at over-25s, unless that platform can prove that adverts will be targeted precisely towards over-18s.

Speaking after the announcement of Snapchat’s new policy, BGC chief executive Michael Dugher said: “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.”

Ed Couchman, UK General Manager of Snap, Inc., said: “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.”

This is the latest development in the BGC’s long-running campaign for change within the gambling industry. In 2019, it lobbied for the introduction of the ‘whistle-to-whistle’ ban on gambling adverts shown on TV which subsequently saw the screening of ads drop by almost half during Euro 2020. More recently, the BGC has called for the establishment of a dedicated gambling ombudsman to handle complaints, and it has welcomed the UK government’s ongoing review of the Gambling Act 2005.