BGC unveils new rules to prevent under-18s from seeing digital media adverts linked to gambling

The UK's Betting and Gaming Council unveiled on Monday new measures to further prevent under-18s from seeing digital media adverts linked to gambling. As well as raising advertising standards for young people, the new code will extend the current commitment, which ensures 20% of TV and radio advertising is devoted to safer gambling messaging, to digital media advertising too. 

BGC members have already taken major steps to ensure only those legally allowed to bet see online marketing for regulated betting and gaming products, says the UK trade body. Previous rules ensured all sponsored or paid-for social media adverts must be targeted at consumers aged 25 and over unless the website can prove its adverts can be precisely targeted at over 18.

Under the new guidelines, the 25+ rule will be extended to all digital media platforms that provide an appropriate age filter. The changes will be published in the Seventh Industry Code for Socially Responsible Advertising (IGRG code). "The new code is the latest example of the BGC's determination to drive up standards within the betting and gaming industry," the Council commented.

Michael Dugher

Michael Dugher, chief executive of the BGC, said: "As the standards body for the regulated sector, we are committed to continuing to drive up standards and make big changes across the betting and gaming industry. Helping protect young people is our number one priority.

"BGC Members have already taken significant steps to ensure adverts by our members only reach the right audiences. With more help from the platforms, we can do even more," he added.

Other measures already introduced include the whistle-to-whistle ban on TV gambling adverts, cooling off periods on gaming machines, encouraging deposit limits, new ID and age verification checks, and increasing funding for research, education, and treatment.

A BGC code of conduct was also introduced placing a ban on football clubs using their social media accounts - which are popular with youngsters – posting direct marketing on betting odds and sites.

BGC members have also led a push with social media platforms to allow the public to opt out of receiving betting and gaming advertising online. BGC's Michael Dugher wrote to DCMS earlier this year, urging the Department to put pressure on social media platforms "to do more." DCMS Minister Stuart Andrew MP has since confirmed he will convene a meeting to discuss the issue.

The policy will come into force on December 1, 2023. BGC notes it worked alongside Bacta, the Bingo Association, and the Lotteries Council to formulate these new rules, ensuring it was a cross-industry effort. ”The new edition of the IGRG Code is further evidence of our determination to continue to ensure that standards are rising and are as high as they can possibly be," added Dugher.

BGC members take a zero-tolerance approach to betting by children, notes the standards body. According to the Gambling Commission’s 'Young People and Gambling Report' (2022), the most popular forms of betting by children are arcade games like penny pusher and claw grab machines (22%) bets between friends (15%), playing cards for money (5%) and fruit machines (3%), which are not with BGC members.

The regulated betting and gaming industry in the UK contributes £7.1 billion ($8.9 billion)  to the economy in GVA and generates £4.2 billion ($5.2 billion) in taxes which fund essential public services. The industry also supports 110,000 jobs across the country.

Participation in gambling by children (11-16 years) has fallen significantly since 2011 from 23% of children participating in some form of gambling on a past-week basis to 7% in 2022, according to the GC Young People and Gambling Report 2022).