The major gambling regulatory body of the UK has joined forces with Twitter to create guidance focused on providing more qualitative help and support to people who are willing to limit the amount of gambling-related content that is displayed for them on Twitter. The latter has become the first social media platform to collaborate with the Commission on this particular initiative.
The UK Gambling Commission (UKGC) yesterday issued guidance explaining the variety of ways in which the safety tools and settings of the social media platform can be adjusted within the user’s account in order to help reduce the risk of exposure to gambling-related content, including both advertisements and messages. Furthermore, the country’s gambling watchdog is aimed at producing similar guidance for users not only of Twitter but of other social media platforms.
The publication made by the UKGC includes guidance regarding managing “interests” within a profile, turning off notifications that would prevent the user from receiving notifications from accounts they are willing to avoid, as well as using the mute option to have greater control on the content that reaches a user on Twitter.
For the time being, gambling and sports betting advertising is widely shared on various social media platforms, including Twitter, with such posts having the potential to reach millions of users all over the world.
Head of UKGC Confirms an Increase in Gambling Adverts on Social Networks
The Head of UK Public Policy at Twitter, Katy Minshall, commented that the health of the public conversation has been one of the top priorities of the digital platform. Ms Minshall further noted that Twitter intends to continue working with industry partners on its tools that support their responsible advertising policies so that customers are able to prohibit and restrict advertising content that could push them to gambling.
In October 2019, the chief executive officer of the UKGC, Neil McArthur, shared his concern regarding the increasing exposure of gambling advertising and gambling-related content to children, young people and vulnerable adults. Mr McArthur has encouraged gambling operators to become more responsible when advertising their services to local people.
At the time, the head of the UK Gambling Commission confirmed that advertising spending has increased recently. Apart from that, young people and vulnerable adults, such as former gambling addicts, have been exposed to significant levels of online gambling adverts and via social media. It is exactly the levels of exposure that are found concerning by the gambling regulatory authorities in the country, so Mr McArthur has shared that the industry needs to show more social responsibility and reduce the amount of advertising seen by the most vulnerable members of society across the currently available social platforms.
The UKGC will continue to work on setting new standards regarding advertising technology for the gambling industry in order to better protect local users and guarantee a safe and transparent gambling sector.
- Author
Olivia Cole
