We live in a world where all major bookmakers have a heavy social media presence, but by its very nature, social media is accessible by everyone, including those who are not old enough to use certain products and services.
One of the world’s major bookmakers, William Hill, is set to become the first company of its type in Europe to introduce age screening across its Twitter accounts.
William Hill’s Group Head of Regulatory, Andrea Macqueen, explained the unprecedented move by saying: “Age verification, disclosure, and consumer protection is paramount across our entire business, and over the last few years has become even more important within our owned digital IP channels such as our apps and website. Our age verification processes are robust, and now Twitter’s age screening tool will help to ensure we are engaging with age appropriate audiences across social media too.”
The new age screening tool allows William Hill to determine whether a follower meets the minimum age requirement and can prevent underage followers from viewing tweets published on William Hill’s numerous accounts.
Although no date has been set for the age screening tool being rolled out, it is set to be pushed across all of the William Hill group including its operations in the United States, Spain, Italy and Australia.
William Hill takes age verification seriously and already has procedures in place across its 2,300 betting shop portfolio, which have helped it achieve a pass rate of over 85% in random tests set by the UK Gambling Commission, the same tests that over half of those tested failed recently.
In August, the British gambling giant released its interim figures for the first six months trading of 2014. Although Net Revnue increased by 7% to £805.2 million, Profit after tax plummeted by some 26% to £98.6 million, which was blamed on “less favourable sports results.”