Kindred prioritises responsible gambling with AdBlocker tool
Betfilter developed AdBlocker tool blocks all gambling ads on any chosen device
Kindred Group has launched a social responsibility tool to prevent under 18s from being exposed to online gambling adverts.
The operator has collaborated with Betfilter over the past year to develop the AdBlocker tool that blocks all gambling ads on a chosen device and will be offered to Kindred customers for free.
Kindred acknowledged that children under 18 spend a lot of time on mobile devices, tablets and computers, and were therefore more susceptible than most to digital gambling campaigns.
The UK Gambling Commission published figures in December 2017 suggesting more than 80% of 11-16-year-olds had been exposed to gambling advertisements.
The industry was also told to stop offering casino games that appealed to children back in October.
Kindred Group’s integrity analyst manager Maris Bonello said: “I am happy that this new social responsibility tool is now ready and available to those who need it.
“We have always been very clear that our products are only to be used by adults over the age of 18, and therefore see this tool as an important addition to our responsible gambling toolbox.
“This project also follows our commitment to supply a joyful form of entertainment to our customers.”
Betfilter’s Per Albertsen added: “Our company has always strived to help people with gambling problems and also ensure safety for children.
“The new AdBlocker, which is initially available for Windows users, blocks gambling ads and will prevent vulnerable people from being tempted.
“We believe this out of sight, out of mind method to be truly effective in promoting responsible gambling.”
Kindred is the latest company to take heed of the UK government’s warning that operators must do more in regards to responsible gambling or face stricter regulatory sanctions.
Genting Casinos also moved to support the campaign last week by promoting a responsible gambling app to its slots customers.