UK gambling industry stakeholders are implementing new self-imposed advertising rules while local councils want harsher curbs to mitigate problem gambling harms.

On Monday, the Industry Group for Responsible Gambling (IGRG) announced new additions to the Industry Code for Socially Responsible Advertising. The new rules, which focus primarily on social media and affiliate marketing, will be applied to the third edition of the Code, which is to be implemented by the end of this year.

The changes would require that all UK-facing operators employ age-screening tools to ensure under-18s from seeing gambling promos via Twitter, YouTube and the like. Affiliates of UK gambling operators would also be required to ensure their independent activities conform to the Code’s edicts.

The IGRG, whose members include the Association of British Bookmakers, the British Amusement Catering Trade Association, the Responsible Gambling Association, the National Casino Foundation and the Bingo Association, developed the first advertising Code in 2007 and updated it in 2016.