The UK’s Betting and Gaming Council has unveiled new measures to further prevent under-18s from seeing digital media adverts.

The standards body, which represents the UK regulated betting industry, has today announced changes that will be published in the Seventh Industry Code for Socially Responsible Advertising (IGRG code).

As well as raising advertising standards for young people, the new code will extend the current commitment, which ensures 20 per cent of TV and radio advertising is devoted to safer gambling messaging, to digital media advertising too.

BGC members have already taken major steps to ensure only those legally allowed to bet see online marketing for regulated betting and gaming products.

Previous rules ensured all sponsored or paid for social media adverts must be targeted at consumers aged 25 and over unless the website can prove its adverts can be precisely targeted at over 18s.

Under the new guidelines, the 25-plus rule will be extended to all digital media platforms who provide an appropriate age filter.

The new code, which will come into force on December 1, is the latest example of the BGC’s determination to drive up standards within the betting and gaming industry.