Snapchat launches gambling ad opt-out feature
Social media platform joins forces with Betting and Gaming Council as it ramps up socially responsible strategy
Social media platform Snapchat has unveiled a gambling advertising opt-out feature for UK users.
Parent company Snap hopes the move will give consumers more control over the types of advertisements they interact with on the picture-sharing platform.
Snap has been working closely with UK standards body the Betting and Gaming Council (BGC) over the past 12 months on the policy.
The opt-out functionality sees Snap meet the requirements of the updated Industry Code for Socially Responsible Advertising as formulated by the BGC and its members.
Under the code, BGC members must ensure that all social media ads are targeted at consumers aged 25 and above, unless an individual platform proves that it can directly target to over-18s only.
BGC CEO 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,” he added.
Ed Couchman, Snap UK general manager, commented: “It has always been important to us that our community is able to influence the type 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.”