In its latest push, the British trade body is bringing together big tech platforms and gambling companies to develop “fresh ways” of further protecting children online, including how data can be used to improve age accuracy.

Twitter, Google and Snap, as well as Meta — which operates Facebook and Instagram — will work alongside Flutter Entertainment, Bet365, William Hill, various Advertising Association members and the Lotteries Council to build on the commitments made in the Sixth Industry Code for Socially Responsible Advertising.

Stephen Woodford, CEO of the Advertising Association, commented: “We welcome the proactive work by the gambling industry with tech platforms and advertising bodies. It is essential that gambling ads online and in social media meet the highest standards of social responsibility.”

The Ad Tech Forum, as it will be known, is the BGC’s most recent effort to cultivate a safer environment for children and vulnerable people online.

Its previous work includes a stipulation that all gambling adverts on social media are only targeted towards people aged 25 and over, unless it can be proven the ads meet a standard of age targeting verified by an agreed third party.

“I am delighted that the BGC has been able to coordinate the Ad Tech Forum, which I’m sure will come up with new ways of protecting young people and the vulnerable online,” said BGC Chief Exec Michael Dugher.

“Since being set up two years ago, we have worked tirelessly to drive up standards and promote safer gambling, and this is proof of our determination to go even further.”