After a year, Snapchat and the BGC have been working closely to initiate this move, in hopes that customers have more free reign to control the advertisements they are subjected to while using the app.
Snap UK General Manager, Ed Couchman, spoke on the decision: “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.”
Last year, Snapchat successfully met all requirements under the updated Industry Code for Socially Responsible Advertising. The BGC has since agreed to ensure all ads on social media are targeted to consumers 25 years or older, with the exception of websites particularly stating an audience for over-18s.
“This is yet more evidence of our commitment to raising standards in the regulated industry,” said BGC chief executive Michael Dugher.
Impressed with both organisations, he continued: “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.”