The chief executive of the Betting and Gaming Council says that he welcomes the news that Snapchat is now giving users the ability to opt-out of gambling advertisements. Michael Dugher also says he wishes that other search and social media platforms would follow suit.
Snap Inc., the company behind the multimedia messaging app Snapchat, has been working alongside the UK’s Betting and Gaming Council over the past 12 months, and one of the more recent outcomes of the duo’s collaboration is the option for UK users to opt-out of viewing betting and gambling adverts.
Snap has already made several changes to how its app targets ads due to the Industry Code for Socially Responsible Advertising being updated last year. For example, under the code, members of the BGC must ensure that social media ads be targeted at the over 25’s.
Why does the BGC want us to see fewer gambling ads?
Considering the Betting and Gaming Council represents the majority of the British gambling industry, including companies such as Flutter, Betfred, Entain, BetVictor, 888, Paddy Power and Bet365, you would think that it should be in favour of gambling ads as they help to gain new customers.
However, the BGC was formed in 2019 to not only “act as a unified voice for all UK gambling stakeholders” but to also drive change and improve industry standards.
It is, therefore, involved in ongoing work to create a culture of safer gambling and safeguard young people. The BGC also helps to promote Safer Gambling Week and donates £3.8m per year to GambleAware’s Bet Regret campaign.
As Michael Dugher explains, the regulated betting and gaming industry is committed to promoting safer gambling, unlike the growing online black market which he says “has none of the safeguards which are commonplace among BGC members”.
What is Snapchat?
Snapchat was invented by three students from Stanford University back in 2011, and it introduced Snapchat Ads in 2014.
It’s a mobile app that originally allowed users to send photos and messages to their friends which disappear after a fixed amount of time. It now also supports stories, filters and scannable SnapCodes.