The Betting and Gaming Council (BGC) has revealed a new animated video highlighting its members’ commitment and work towards protecting under-18s from gambling.
The firm detailed that its membership maintains ‘zero-tolerance’ in its approach to gambling by under-18s, as the UK prepares for the review of the 2005 Gambling Act..
Implementing the ‘Sixth Industry Code for Socially Responsible Advertising’ – BGC members adhere to the most stringent advertising standards protecting younger audiences across all media formats.
Measures include that all gambling campaigns must be developed and targeted for audiences aged + 25 years of age. Further protections saw an age verification requirement for all audiences in order to view betting-related content on social media and video sharing platforms.
Michael Dugher, chief executive of the Betting and Gaming Council, said: “Our members rightly have a zero-tolerance approach on this issue, which is why we have welcomed the Government’s decision to increase the minimum age for playing the National Lottery to 18.
“For our part, we have introduced a raft of new online protections for young people and taken action to reduce their exposure to gambling advertising, and our work with YGAM and GamCare is also delivering results, with progress during the first year of the partnership far exceeding expectations.
“We are making good progress, as our new animation shows, but we are committed to doing even more as part of our ongoing drive to deliver change and raise standards.”
Improved results saw the Advertising Standards Authority (ASA) brand gambling as the most effective adult sector in protecting underage audiences from viewing inappropriate advertising materials.
The BGC has further focused on education as a core directive in protecting under-18s – with its members funding a £10 million national education programme developed by gambling prevention charities YGAM and GamCare.