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Caerphilly Council in the UK has introduced a series of proposals to strengthen regulations for adult gaming centres, with an emphasis on child protection and responsible gambling. While these measures primarily target physical establishments, they highlight broader implications for gambling adverts, particularly online. As local authorities tighten regulations, platforms like Google Ads may face increased scrutiny to ensure compliance with both local and global advertising policies.
Reducing visibility of gambling advertisements
The council plans to obscure gaming centre entrances with window film or opaque panels to reduce visibility and prevent minors' exposure to gambling. This reflects broader concerns that also apply to digital adverts. Google Ads has updated its gambling policies, limiting adverts in regulated areas and requiring compliance with local standards. Recent Google Ads gambling policy updates have tightened advert placement rules, especially in the UK, with limits on targeting minors and requiring responsible gambling disclaimers. Caerphilly's approach could serve as a model for expanding restrictions on gambling adverts, including online.
Aligning advertising and strengthening enforcement
The council’s licensing objectives prioritise public safety and vulnerable groups, aligning with Google Ads' responsible gambling guidelines. Google’s 2024 updates reflect a trend towards aligning digital ads with local regulations. Google now requires local certifications and adherence to regional restrictions. As Caerphilly pushes for child protection, platforms will likely enhance enforcement to prevent rule-bypassing.
Caerphilly’s risk-based enforcement strategy mirrors Google’s proactive measures, with tools to identify non-compliant adverts and automated systems to block them. These efforts align with Caerphilly’s focus on public safety and child welfare. Councils may push for stricter oversight to ensure compliance with updated Google Ads policies.
A holistic approach to responsible gambling
The updated gambling policy of Caerphilly Council emphasises community well-being, crime prevention, and public health, aligning with new online gambling advert standards. Google now requires advertisers to promote responsible gaming and support resources, highlighting the need for consistency between local regulations and global advert policies. As Caerphilly finalises its gambling policy in January 2025, its initiatives may influence broader advertising practices. Google Ads gambling policy updates reflect how regional regulations shape global platforms’ policies.
These changes signal a shift in the gambling industry, with advertisers navigating complex rules whilst promoting responsibility. By prioritising child protection and public health, authorities and platforms like Google set a standard for ethical advertising.
