Social media companies have come under scrutiny as the Betting and Gaming Council (BGC) calls for increased collaboration to promote safer gambling practices. The BGC aims to limit the exposure of young individuals and problem gamblers to gambling advertisements by introducing new measures. However, the council feels that social media platforms are not adequately enforcing these regulations. BGC Chief Executive Michael Dugher has reached out to Culture Secretary Lucy Frazer MP, urging her to apply pressure on social media companies to cooperate in the pursuit of a safer gambling environment.
Need for Social Media Cooperation:
In his letter to Culture Secretary Lucy Frazer MP, BGC Chief Executive Michael Dugher emphasizes that effective regulation of gambling advertisements requires the cooperation of social media platforms. The BGC members are keen to implement measures to protect vulnerable individuals, but without the support and involvement of social media companies, progress is hindered. Dugher urges the Culture Secretary to use her influence to encourage social media platforms to work in tandem with the BGC, emphasizing the importance of this cooperation in safeguarding the most vulnerable members of society.
Positive Results and Continued Efforts:
The BGC has made notable progress in its efforts to promote safer gambling practices. As a result, the percentage of problem gamblers in the UK dropped to 0.2% in 2022—a significant achievement. However, the council acknowledges the need for further action, particularly in limiting the exposure of younger age groups to gambling advertisements. BGC members have taken initial steps to ensure that online marketing for regulated betting and gaming products is only directed at those legally permitted to participate. Additionally, the recent introduction of the BGC code of conduct suggests that football clubs should refrain from using their social media accounts to directly market betting odds and sites, recognizing the popularity of football-related content among younger audiences on social media platforms.
The Importance of Responsible Advertising:
The BGC’s call for cooperation from social media companies underscores the significance of responsible advertising in the gambling industry. Limiting the visibility of gambling advertisements to vulnerable groups, such as young people and problem gamblers, is crucial for fostering a safer environment. By working hand-in-hand with social media platforms, the BGC aims to ensure that its regulations and code of conduct are effectively enforced, protecting those at risk and promoting responsible gambling practices.
Challenges and the Role of Social Media Companies:
The reluctance of social media platforms to fully cooperate with the BGC poses a challenge to the council’s efforts. However, by leveraging the support of the Culture Secretary and emphasizing the importance of their collaboration, the BGC hopes to encourage social media companies to prioritize the implementation of relevant functionalities. These measures would facilitate the protection of vulnerable individuals from the potential harms associated with gambling advertisements.
The Betting and Gaming Council’s appeal for social media cooperation in promoting safer gambling practices highlights the need for collective action within the industry. By limiting the exposure of young individuals and problem gamblers to gambling advertisements, the BGC aims to create a safer gambling environment. Notable progress has already been made, with the percentage of problem gamblers in the UK decreasing to 0.2% in 2022. However, continued efforts are necessary, including restricting the frequency of ads targeting younger age groups. The BGC’s collaboration with social media platforms, encouraged by the support of the Culture Secretary, will play a pivotal role in safeguarding vulnerable individuals and fostering responsible gambling habits.