The UK Gambling Commission has partnered with leading social media company Twitter to help promote good gambling practice. The partnership will see the UKGC offer guidance alongside Twitter on how individuals can use the various tools associated with a Twitter account to reduce their risk of exposure to gambling advertising and promotions.
And although Twitter is the only social media company to work with the UKGC so far, the regulator has said that they will be working with other social media operators to offer similar guidance.
The UKGC has been concerned about gambling advertising practice for some time. Last October, Neil McArthur, the UKGC chief executive raised concerns with industry leaders about the extent to which vulnerable adults and children were exposed to gambling advertisements. The leadership of the UKGC has been encouraging gambling companies to be more responsible in this area.
Speaking about the link up with Twitter, McArthur noted that advertising spend had soared at the same time that more young people than ever could be potentially exposed to gambling advertising, through social media. He added that the UKGC would be developing more stringent rules on advertising but that in the interim, this type of partnership could help:
“Whilst we work on a plan which sets out new standards for how the industry will embrace advertising technology, I hope that this guidance will play a role in helping consumers to limit the gambling-related content they see on Twitter.”
The guidance provided by the UKGC and Twitter includes advice on how to manage interests associated with your Twitter profile, how to turn off gambling related advertisements and how to use the mute feature on Twitter to protect yourself from being exposed to gambling promotions. For Twitter, the Head of UK Public Policy, Katy Minshall, said that they were happy to be partnering with the Gambling Commission and that they would continue to work with industry partners on the issue.