BGC welcomes Snapchat gambling ad opt-out feature

The Betting and Gaming Council (BGC) has issued a statement welcoming a new feature added to social media platform Snapchat that enables users to opt out of gambling-related advertising.

Snapchat developer Snap has been ‘working closely’ with the betting industry trade association over the past year, and intends to use the feature to give its customers greater control over the advertising they are exposed to.

Additionally, Snap has altered the dynamics of its app to meet the requirements of the updated Industry Code for Socially Responsible Advertising, released last year.

The adjustments to the code has resulted in all BGC members ensuring that all social media advertising must be targeted at consumers over the age of 25, unless associated websites or platforms can prove that they can be specifically targeted at over-18s.

“It has always been important to us that our community is able to influence the types of adverts they see on Snapchat,” said Ed Couchman, General Manager of Snap UK.

“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 follows the announcement from Google earlier this week informing users and companies that it will not allow the promotion of advertising related to gambling, in addition to alcohol, politics or prescription drugs, via the ‘Masthead slot’ of its YouTube video platform.

Commenting on the recent development with Snap, BGC Chief Executive Michael Dugher remarked: “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 statement follows the organisation’s call last week for the creation of a gambling ombudsman to enhance the customer complaints progress, described by Dugher as proof of the industry’s ‘determination to drive up standards’.

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