Snapchat launches opt-out option for gambling ads in the UK

Snapchat hopes to give its users more control over the ads they see after working closely with BGC over the last year.

Furthermore, Snapchat has also met the requirements of the updated Industry Code for Socially Responsible Advertising, which was released in 2020. The code obliges BGC members to ensure that all social media ads must be targeted at consumers aged 25 and over, unless a platform proves they can be precisely targeted at over-18s.

BGC chief executive Michael Dugher said: “This is yet more evidence of our commitment to raising standards in the regulated industry. I welcome this move by Snapchat and I would urge all social media and search platforms to provide the ability for users to opt out of viewing betting adverts.

“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 an attempt to control gambling advertising, BGC released new rules preventing adverts for its members appearing in football clubs’ social media posts earlier this year.

It also urged authorities to create a gambling ombudsman to deal with any customer complaints earlier this month.

Snapchat UK General Manager Ed Couchman added: “It has always been important to us that our community is able to influence the types of adverts they see on Snapchat.

“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.”