BGC new Ad Tech Forum aims to protect young and vulnerable people

New Ad Tech Forum seeks to protect children and vulnerable people online

The Betting and Gaming Council (BGC) has announced that it's forming a cross-industry Ad Tech Forum with some of the largest online platforms to look at how the latest technology can be used to protect children and vulnerable people online.

The goal of this forum is to develop fresh ways of further protecting children online including how data can be used to improve such things as age accuracy and verification.

Who is part of the forum?

This effort includes BGC members such as Flutter (owner of Paddy Power and Betfair), Bet365, William Hill, Advertising Association and the Lotteries Council.

Additionally, this forum will include tech platforms such as Twitter, Google, Meta and Snap putting in their input alongside advertising bodies to work together.

Major steps already

BGC has already taken huge steps to protect young people such as new rules aimed at ensuring children cannot see gambling ads on football clubs' official social media accounts

Tech platforms have also been continuing to deploy ad targeting to ensure gambling ads are not viewed by those who are underage.

Building on the Sixth Industry Code for Socially Responsible Advertising

This forum will build on the commitments from the Sixth Industry Code for Socially Responsible Advertising that states gambling operators must ensure all sponsored or paid target is targeted at those aged 25 and over.

Gambling ads appearing in search engines must make it clear that the products are for those aged 18 and over with adverts also promoting responsible gambling.

BGC worked tirelessly to drive up standards

“I am delighted that the BGC has been able to co-ordinate the Ad Tech Forum, which I’m sure will come up with new ways of protecting young people and the vulnerable online,” said chief executive of the BGC Michael Dugher. “Since being set up two years ago, we have worked tirelessly to drive up standards and promote safer gambling, and this is proof of our determination to go even further.”

Stephen Woodford, Chief Executive of the Advertising Association, added: “We welcome the proactive work by the gambling industry with tech platforms and advertising bodies. It is essential that gambling ads online and in social media meet the highest standards of social responsibility.”