Kindred Group ups Social Responsibility drive with launch of ‘AdBlocker’ tool

Maris Bonello – Kindred Group

Stockholm-listed Kindred Group Plc has announced the launch of its new social responsibility tool ‘AdBlocker’, designed to prevent under-age viewers from being exposed to gambling advertisements.

The new tool has been developed in collaboration with industry social responsibility development studio Betfilter, and will be offered to customers across all group betting and gaming brands. 

The AdBlocker tool will prevent viewers under the age of 18 from being exposed to gambling advertisements, with Kindred customers allowed to install the device across all verticals (desktop, mobile and tablet).

“This new social responsibility tool is now ready and available to those who need it. We have always been very clear that our products are only to be used by adults over the age of 18, and therefore see this tool as an important addition to our responsible gambling toolbox. This project also follows our commitment to supply a joyful form of entertainment to our customers”, says Maris Bonello, Integrity Analyst Manager at Kindred Group.

Detailing the launch AdBlocker, Kindred states that the tool has undertaken a year to develop working alongside Betfilter, in order to create an effective Ad-monitoring software for concerned users.

“At we are proud to collaborate with Kindred Group on this project. Our company has always strived to help people with gambling problems and also ensure safety for children” says Per Albertsen from Betfilter.

“The new AdBlocker, which is initially available for Windows users, blocks gambling ads, thus preventing vulnerable people from being tempted. We believe this Out of Sight, Out of Mind method to be truly effective in promoting responsible gambling”.

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