iam Hill is set to be the first bookmaker in Europe to introduce age screening across its Twitter accounts.

Britain’s biggest bookmaker believes this extra level of security will help ensure only users who are of legal age to gamble are able to see content and interact with the brand on the social media site.

The screening will enable the bookmaker to determine whether an online follower meets a minimum age requirement under the legal guidelines.

William Hill is to roll out the structure across its group including the US, Italy and Spain as well as Australian brand Sportingbet.

Andrea Macqueen, group head of regulatory at William Hill, said: “Age verification, disclosure, and consumer protection is paramount across our entire business, and over the last few years has become even more important within our owned digital IP channels such as our apps and website. Our age verification processes are robust, and now Twitter’s age screening tool will help to ensure we are engaging with age appropriate audiences across social media too.’’

Hills’ 2,300 high street shops already implement an age verification policy in cooperation with the three core objectives set by the UK Gambling Commission.

Hills, which was founded in 1934, exceed an 85% pass rate whilst competing with the high standards set by the supermarket chains, and significantly outperforming convenience and OnTrade organisations.