Snapchat has rolled out a new feature on its platform offering users in the UK the option to opt-out from seeing gambling adverts.
The social media giant has worked closely with the Betting and Gaming council over the last year in the hopes of giving its users more autonomy over the ads they are exposed to on a daily basis.
Snapchat has also adhered to the new demands of the BGC’s updated Code for Socially Responsible Advertising. Released last year, the code states that social media advertising must be appropriately targeted to parties aged 25 and over unless the platforms can guarantee that they are targeting precisely young adults age 18 and over.
Following the announcement, BGC chief executive Michael Dugher urged more social media platforms to introduce opt-out features for gambling ads. Google has also recently made strides to no longer promote gambling ads within the “Masthead slot” of its platform Youtube. Dugher went on to say:
“The regulated betting and gaming industry is determined to promote safer gambling, unlike the unsafe and growing online black market, which has none of the safeguards which are commonplace among BGC members."
In a statement Snapchat UK's general manager Ed Couchman said:
“It’s fantastic to roll this change out and we’re grateful to have partners in the BGC who are doing vital work to ensure this industry continues to grow and evolve with consumers at the heart.”
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