In a bid to offer information on how to limit gambling-related content across its platform, social media giant Twitter has partnered with the UK Gambling Commission to ‘support their responsible advertising priorities.’
The guidance is expected to explain the different methods in which Twitter’s safety tools and settings can be adjusted within an individual account, which is hoped to ‘to help mitigate the risk of exposure to gambling-related messaging and advertisements.’
While Twitter is the first to work alongside the UKGC with the initiative, the regulator has outlined plans to work with other social media platforms to roll out similar guidance.
Last October the Commission’s chief executive Neil McArthur raised his concerns to the gambling industry around the exposure of gambling adverts to children, young people and vulnerable adults. He has encouraged gambling businesses to embrace advertising technology and be more socially responsible.
He said: “Advertising spend has surged over recent years with young people and vulnerable adults being exposed to significant levels of online gambling adverts and via social media.
“This level of exposure is a concern and I have challenged the industry to quickly accelerate opportunities to reduce the amount of advertising seen by young people, children and vulnerable adults across all digital platforms.
“Whilst we work on a plan which sets out new standards for how the industry will embrace advertising technology, I hope that this guidance will play a role in helping consumers to limit the gambling-related content they see on Twitter.”
The publication includes guidance around: Managing ‘interests’ within a profile; Turning off notifications; Using the mute feature; and how to limit betting advertising.
Katy Minshall, Head of UK Public Policy at Twitter, said: “Improving the health of the public conversation is our overall mission as is ensuring those on the service feel safe and supported.
“With that in mind, we’re continuing to enforce our policies, specifically around prohibited and restricted ad content as well as assessing the eligibility of ads on our service – these policies apply to all advertisers and advertisements on Twitter.
“We also continue to work with industry partners on tools to support their responsible advertising priorities. We’re happy to partner with the Gambling Commission in providing those on Twitter with information on the tools and controls they can use to manage their experience.”