Betting and Gaming Council Crackdown on Child-Friendly Gambling Ads

In the United Kingdom, adolescent gambling addiction is a well-documented phenomenon with NHS reports from mid-2019 estimating that more than 55,000 children falling into this at-risk category.

The problem had become so widespread that the NHS opened the National Problem Gambling Clinic in London to offer care and support to addicts aged 13 to 25 years old.

 Not Gambling on Our Youth

The Betting and Gaming Council has joined the ranks of other industry leaders who are putting their money where their mouths are by taking decisive practical actions to curb this growing epidemic, regardless of the impact on revenues.

As an organisation which represents betting shops, online gambling businesses and casinos they hold sway over the lion’s share of the UK gambling market and having them take an active interest in protecting the youth is a major victory.

 Drawing the Line

The BGC outlined its stringent new advertising guidelines in the Sixth Industry Code for Socially Responsible Advertising.

Michael Dugher, chief executive of the BGC, said:

“As the new standards body for the regulated sector, we are committed to driving up standards within the betting and gaming industry. BGC members have a zero-tolerance attitude to under-18s betting, and from requirements for safer gambling messages to restrictions on YouTube advertising, this new code shows how seriously the BGC take our responsibilities.”

The new code includes such specific and measurable actions as:

• Social media campaigns must specifically target over 25’s
• All search engine-based advertising must include 18+ and safe gambling messaging
• YouTube adverts can only be shown to 18+ age-verified accounts
• BGC member’s using Twitter must post frequently responsible gambling adverts

These are all in addition to the current whistle-to-whistle ban, a requirement that 20% of all TV and radio ads be purely safe gambling-related, messaging encouraging deposit limits and the financial investment by BGC members into research, education and treatment of gambling addiction.

 Bet Against Black

In addition to these self-regulatory actions the BGC did also call on the government to take a firmer stance on those who flout the licencing system:

“At the same time, we urge the Government to work with us to crack down on black market operators who have no interest in safer gambling or protecting their customers and do not work to the same responsible standards as BGC members. It is vital that the big internet platforms honour their responsibilities to protect people online and we hope the Government will use its forthcoming Online Harms Bill to that effect.”

With licenced operators doing what they can to protect the youth from harm and the government addressing the issue of black market advertising the hope is that rather than increasing year over year the number of children addicted to gambling will begin to decline.