There’s been much talk in the UK recently about how appropriate gambling ads are. Not long ago, we reported that a survey showed the majority of the British public supports either greater restrictions on ads or outright bans. Social media and messaging app Snapchat has heard the call loud and clear.
It has enabled a feature which gives UK users the option to opt out of gambling ads. The move drew praise from the Betting and Gaming Council which is made up of some of the top brands in the industry.
Michael Dugher, the BGC’s chief executive, stated that more search and social media platforms should follow Snapchat’s example. Could a social media giant like Facebook make this move next? It would certainly be an easy win for some much-needed positive press.
Why Is Snapchat Doing This?
Snapchat has implemented this feature after working with the Betting and Gaming Council for over a year. It’s part of a broader campaign to give users more control over the ads they see.
The BGC has been vocally supportive of more responsible advertising practices in UK gambling, including Snapshat’s invitiative. During the first lockdown in 2020, we reported that its members ceased advertising to minimize problem gambling in players stuck at home.
This move by Snapchat comes at a key time as the UK government undergoes a wider review of gambling regulations in the country. This voluntary opt-out feature will certainly cause regulators to view Snapchat in a favourable light.
BGC Continues to Drive Industry Forward
The Betting and Gaming Council has played a pivotal role in many of the positive moves the UK gambling industry has made in recent times. Its members include some of the biggest UK betting brands, including Bet365, Coral, Paddy Power, Grosvenor Casinos, and gaming giants like Playtech.
Its purpose is to grow the industry in a safe way, ensuring players’ interests are put first. It views this as an overall long-term strategy to safeguard and grow the industry, protect players, and prevent problem gambling.
In the past, the BGC has supported other measures such as reducing gambling ads during football matches and preventing football clubs from using their social media accounts to promote gambling activities. This impacted brands like 32Red.
Slowly but surely, we can see a trend emerging; gambling ads will go the way of alcohol and cigarette ads in the UK. The BGC is at the forefront of this move, despite some of its members being the biggest current advertisers.