Facebook is working in concert with the UK Gambling Commission (UKGC) to ensure customer safety online through the reduction of targeted gambling ads.
Facebook Collaborates with UKGC to Limit the Exposure of Customers to Gambling Ads
Following these guidelines, Facebook will be putting some safety tools and settings in place. These measures are unique to individual accounts and are designed to keep users from seeing particular types of ads. The algorithm used for this security measures will rely solely on the consumer’s knowledge of gambling.
According to a UKGC statement, the fresh algorithm and settings are bound to help consumers limit their exposure to messages that could likely result in gambling damages.
How is Facebook Addressing Gambling Advertisement?
Facebook will address several important areas to guarantee the safety of powerless consumers. The first point of action is to allow users to hide ads from their newsfeed. This gives greater control over what they see and why.
The “Why am I seeing this ads” feature means Facebook can hide all ads by a particular advertiser if a consumer elects to do away with said ads. The Ad preference tool is another possible remedy that will be introduced. It gives a user the power to see lesser ads from a particular advertiser or on a particular topic.
Facebook will also be offering a managing data feature as a means of addressing advertisements. The social media platform crunch the data procured through the other tools mentioned earlier. This method will help to keep customers from being targets of ads based on attributes listed on their profiles or through their browsing history.
These measures proposed by Facebook complements UKGC’s advertising technology challenge. UKGC had urged operators early in the year to subscribe to safer practices targeted at limiting gambling ads online. The target for them has always been to make online gambling a lot safer than it is.
Rick Kelley, VP of Global Gaming at Facebook restated Facebook’s dedication to safety and transparency.
“We’re delighted that our partnership with the Gambling Commission will help operators to implement advertising campaigns responsibly while helping to protect the people who use our services.”
Regulatory Body Welcomes Partnership
The commission has been actively working to reduce gambling damage across the broad spectrum of the industry without excluding VIP programs. Neil MacArthur, Chief Executive at the UKGC confirms that the UKGC has reaffirmed its commitment to safeguarding children and susceptible people with the new partnership they agreed with Facebook.
MacArthur went ahead to implore the industry to explore new avenues for ensuring safety and keeping individuals protected from gambling-related harm. The deal with Facebook, he says, is a welcome step for the commission to “offer consumers clear, practical advice” MacArthur went ahead to say that “he hope(d) that this will help them limit the gambling-related content they see when using the platform.”