The latest measures will become part of the sixth edition of the Industry Code for Socially Responsible Advertising. In short, they require all of its members to guarantee that any sponsored or paid-for social media adverts are aimed at the over-25s.
However, if members can prove that their ads can be specifically targeted at over-18s, then this will be allowed.
Complementing this wider remit, gambling ads on search engines must highlight that the promotion is for customers of age, while also containing responsible gambling language.
Further additions to the new code include BGC members having to post regular safe gambling messages on their Twitter accounts, which most already do, while YouTube users will need to be age-verified to view gambling ads.
The sixth edition of BGC’s code will come into force for the UK market from October this year.
BGC CEO Michael Dugher commented on the new proposals:
“BGC members have a zero tolerance attitude to under-18s betting, and from requirements for safer gambling messages to restrictions on YouTube advertising, this new code shows how seriously the BGC, who represent regulated betting but not the National Lottery, take our responsibilities.”
It’s unclear how these rules will affect crypto and blockchain casinos specifically. Regulatory frameworks in the UK and across the world tend to not include them. Therefore, it may be up to media organisations and tech companies, such as YouTube, to enforce the rules across the board.
It’s worth noting that the majority of premium crypto casinos out there have their own standards that go above and beyond industry requirements. Bitcasino requires various, non-intrusive identification, while also blacklisted certain countries it’s not able to operate within.