The UK Gambling Commission (UKGC) has joined forces with Facebook to issue more specific guidance focused on putting some restrictions on the number of gambling-related ads that could be accessed by users on the social network.
The newly-unveiled guidance provides in-depth information about the different ways in which the settings and safety tools of Facebook can be adjusted within every customer account so that users are given the chance to control what they can and cannot see in their Newsfeed. As the main gambling regulator of the UK revealed, issuing the guidance is expected to help the authorities lessen the risks associated with the exposure to gambling-related advertising and messaging.
The guidance includes hiding adverts, implementing an ad preferences tool and managing data. The “hide ads” option allows Facebook users to control which adverts they see in their Newsfeed in order to make sure these ads are relevant. It will also help the social network to make the “Why am I seeing this ad?” feature more efficient, as its customers will be able to hide all adverts published by a specific advertiser, including gambling operators.
The “ad preferences” tool makes sure that the different sections within this feature allow users to review advertisers they have recently seen adverts from. Apart from that, Facebook users will be able to see fewer adverts related to a number of pre-determined topics. As revealed by the UK Gambling Commission, users will also be able to “manage data” in order to control how their data is used to show the most relevant adverts on and off Facebook. The function will also be used by Facebook customers to allow them to decide whether they can be targetted based on certain information listed in their accounts.
We have launched a new guidance document which aims to help consumers limit the amount of gambling-related content they see on Facebook. Find out more about the guide here: https://t.co/hFmAVtqZE9 pic.twitter.com/DQWW7v5QiN
— Gambling Commission (@GamRegGB) September 29, 2020
UKGC Previously Partnered with Twitter to Create Similar Gambling Ads Guidance
The consumer guide of Facebook follows the stricter advertising technology rules, which were unveiled by the UK gambling regulator in the sector earlier in 2020. These efforts resulted in the British gambling industry making a commitment to a range of new practices aimed at reducing the exposure of the most vulnerable audiences to gambling advertising online.
This is not the first time the UK Gambling Commission has partnered with a social network to make sure its customers are well-protected against possible gambling-related harm. Last year, the gambling regulator announced a similar collaboration to release similar guidance with Twitter.
Neil McArthur, the Chief Executive Officer of the UKGC, explained that the gambling regulatory body remains committed to ensuring the protection of children and vulnerable adults from being affected by gambling-related harm or being exploited in any way by the gambling industry. Mr McArthur also shared that he had challenged the sector to embrace changes that would make it improve technology to prevent gambling-related adverts and content to be accessible for such individuals.
The UKGC’s boss described the partnership between Facebook and the Commission as a step that would help both parties limit the gambling-related content that British customers see when using the social network.
On the other hand, the Vice President of Global Gaming at Facebook, Rick Kelley, confirmed that Facebook remains committed to supporting a secure and transparent environment provision for all users of their platform. Now, the social network’s partnership with the UKGC is set to help British gambling companies implement responsible gambling advertising campaigns in order to make sure people are well-protected against possible gambling-related harm.
- Author
Daniel Williams
