BGC Appeals for Enhanced Social Media Collaboration for Responsible Marketing

The Betting & Gaming Council (BGC) has underscored the necessity for a more collaborative approach from social media platforms to marketing its products and services. The council raised concerns about the excessive and uncontrolled advertisements for betting services on these platforms, expressing that the younger demographic and individuals battling problem gambling are particularly vulnerable.


BGC on Social Media Marketing:

The BGC believes that comprehensive cooperation is needed to ensure advertisements’ frequency and reach are monitored and moderated effectively.

To address this, the BGC has proposed measures to hold social media platforms more accountable. This entails ensuring these platforms’ operations align with the broader objective of curbing problem gambling, especially among the younger populace. The group particularly identifies individuals below 25 years of age as most susceptible, advocating for proof of age verification before any betting advertisements are displayed to them.

The Betting & Gaming Council (BGC) has identified a pressing need for more comprehensive cooperation to ensure the frequency and reach of online gambling advertisements are effectively monitored and moderated. Given the expansive influence of these advertisements, especially on social media, they believe that collective effort is crucial to effectively address the issue.

In an attempt to advocate for safer marketing practices, the BGC has put forth measures to hold social media platforms more accountable. Their suggestions include the alignment of these platforms’ operations with the overall goal of mitigating problem gambling. They give particular emphasis on protecting younger users, who they deem more susceptible to the influence of these ads. As such, the BGC strongly advocates for the provision of proof of age verification before any betting advertisements are directed toward them.

In a letter addressed to the Cultural Secretary, Lucy Frazer, Michael Dugher, the Chief Executive of BGC, emphasized the need for a marketing suppression scheme. The envisioned scheme is expected to protect approximately 300,000 individuals registered with GAMSTOP from the potentially harmful influence of direct marketing.

Dugher stressed that achieving these objectives would require the concerted effort of all relevant stakeholders, with social media platforms playing a pivotal role. He further underscored the necessity for implementing suitable functionalities to realize these objectives, a principle that he noted is applicable across the board, including crypto sports betting.

Proactively responding to the challenges at hand, the BGC has implemented measures to ensure that gambling advertisements are visible only to individuals of legal betting age. They have strategically set their primary target audience as individuals who are above 25 years of age.

They have also urged social media platforms to step up efforts in age verification, ensuring accuracy and transparency in the process. As part of their initiative to promote responsible gambling, the BGC has instituted a ban on football clubs from using their social media accounts for the direct marketing of betting odds and sites. This measure is designed to counter the potential negative influence such activities could have on their young followers.

Problem gambling, though affecting a small fraction (0.3%) of the 22.5 million active adults in the UK, is a significant concern. Nonetheless, the regulated gambling industry also makes a noteworthy contribution to the UK economy, generating £7.1 billion, contributing £4.2 billion in taxes, and supporting around 110,000 jobs.

Dugher emphasizes that the set objectives cannot be achieved without the concerted efforts of all relevant stakeholders, especially social media platforms. He also indicated the necessity for appropriate functionalities to facilitate the desired outcome. He noted that this is applicable even for crypto sports betting, demonstrating the industry-wide call for controlled marketing practices.

Social media platforms need to verify their user’s ages accurately and provide proof of such verification. Another step taken by the BGC includes barring football clubs from utilizing their social media accounts to directly market betting odds and sites. Such actions could easily influence their young followers, potentially leading to negative impacts.

While problem gambling affects a mere 0.3% of the 22.5 million active adults in the UK, even this small figure is considered troubling. On the brighter side, the regulated gambling industry contributes significantly to the UK economy, generating £7.1 billion and £4.2 billion in taxes. Furthermore, it supports around 110,000 jobs.



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