Great Britain: Facebook members can decide advertising content themselves

Both the online advertising as well TV advertising is judged differently by each country. What is new is that the British supervisory authority is working with Facebook. Thanks to this cooperation, Facebook members should be able to decide for themselves what advertising content they receive.

Handy mit geöffnetem Facebook-Account und Schriftzug Sozial Media.

Facebook is working with the British supervisory authority and has defined a concept for Facebook users: they can now determine the advertising insertion themselves.(©FirmBee/Pixabay)

Content of the jointly developed concept

The British supervisory authority UKGC has worked out aconcept together with Facebook, which comes up with the following content:

All members candecide which one Gambling provider the advertisement should appear. In addition, the content of the advertising can also be specifically selected. This allows the chance to only receive information about new bonuses or promotions. Furthermore, everyone can use the news feeds and cookies to decide which online casino is allowed to send advertising. The latter also makes it possible for advertising about online gambling not only to be regulated in one's own account. In general, this gives you thepossibility to reduce advertising on the Internet.

The cooperation between the UK regulator and Facebook regulates advertising in an individual way. Other countries, for example, are increasingly involved in advertising, which of course online casinos are not happy about. Great Britain is therefore taking its own special path on this issue. This way has proven itself in the past, asThe Gambling Authority is already working with Twitter. Here, too, the focus was on the individual regulation of advertising content and advertising volume.

Stricter measures apply in Kenya

In Kenya there is currently no possibility to regulate the advertising content individually. So far in Kenya,only licensed casinos were allowed to advertise. Thus, all online casinos that have a license from other European countries were not allowed to advertise in Kenya. This will be over next year at the latest, when the new State Treaty on Gambling comes into force. From this point on, advertising would be generally permitted, but only at certain times. During the day, namely betweensix in the morning and eleven o'clock in the evening, no advertising may run on the Internet. The transmission of advertising via television and radio will be completely banned as far as sports betting is concerned.

Until now,only official casinos had TV airtime available for gambling. This type of advertising was completely forbidden for unlicensed casinos and was also upheld by some courts. How it will behave with advertisements from next year has not yet been published. As soon as many online casinos receive a license from Kenya, similar times as for the Internet could be set.

Advertising ban to increase player protection

But why is advertising for gambling banned? If you want to deal with this topic, you can do so at any time without further ado. Every online casino is represented on the Internet and publishes all important information at all times.This information also includes player protection measures, some of which differ greatly from one another. In addition, no players under the age of 18 are allowed to register at the online casino.

All of this is a little bit confusing and leads to the question why the ads are banned. The answer to that:Those who are new to gambling may get the idea from the advertisements. This is exactly what should be prevented. For this reason, advertising in Kenya will be limited in time. This may also be sufficient for younger people. However, older young people are increasingly sitting in front of the computer at night and still see the advertising. The individual solution in Great Britain sounds more logical.

In addition, protection against a game in the casinos and amusement arcades should be granted on site. However, if they were to fulfill their responsibility, no advertising restrictions would have to be decided either.People under the age of 18 are generally not admitted to these locations. If the controls were increased there, no advertising restrictions would be necessary.

Facebook sees age protection as very important

It may sound illogical that Facebook and the supervisory authority for gambling work together: Facebook generates a not inconsiderable income with advertising. If the advertising for gambling is now reduced, the income from Facebook will also be lower. All this does not seem tragic for Facebook. According to official reports, Facebook is particularly concerned about protecting the younger generation, according to Rick Kelly, who is responsible for global gaming at the company. Additionally, Facebook is proud to offer an even more secure platform.

Facebook and UKGC aren't the only institutions excited about personal regulation of gambling advertising.The British gambling association Betting and Gaming Council is also pleased about the cooperation. This association has been calling for age controls to be set in social media for a long time. Such a concern is very difficult to implement, which is why the jointly developed concept represents a first step in the right direction. At least alarge group of people can now determine for themselves which gambling provider will present advertising. There is still a risk that Facebook members will not take the opportunity. However, such a waiver is then the responsibility of the individual.

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The article was published on October 9th, 2020 in the magazine by cpaws-ov.org under the keywords, ,,,,,, | ||126 published.
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