The Betting and Gaming Council has welcomed a development that allows UK Snapchat users to opt out of gambling advertising.
Working closely with the BGC over the past year, Snapchat hopes to give consumers more control over the advertisements they wish to see.
Snapchat’s UK general manager, Ed Couchman, said: “It has always been important to us that our community is able to influence the types of adverts they see on Snapchat.
“It’s fantastic to roll this change out and we’re grateful to have partners in the BGC who are doing vital work to ensure this industry continues to grow and evolve with consumers at the heart.”
This moves comes in addition to Snapchat meeting requirements under the updated Industry Code for Socially Responsible Advertising, which was released last year.
Under the code, BGC members must ensure that all social media ads are targeted at consumers aged 25 and over unless the platform proves they can be precisely targeted at over 18-year-olds.
BGC chief executive Michael Dugher, commented: “This is yet more evidence of our commitment to raising standards in the regulated industry.
“I welcome this move by Snapchat and I would urge all social media and search platforms to provide the ability for users to opt out of viewing betting adverts.
“The regulated betting and gaming industry is determined to promote safer gambling, unlike the unsafe and growing online black market, which has none of the safeguards which are commonplace among BGC members.”
The news follows an announcement from Google earlier this week who revealed that users and companies will no longer be allowed to promote advertisements related to gambling, alcohol, politics or prescription drugs.