William Hill is set to be the first bookmaker in Europe to introduce age screening across its Twitter accounts.
The addition of this extra level of security by Britain’s biggest bookmaker will help ensure only users who are of legal age to gamble are able to see content and interact with the brand.
Age screening is a way for brands and others to determine online whether a follower meets a minimum age requirement, in a way that is consistent with relevant industry or legal guidelines.
The new tool will be rolled out across the William Hill group, including international locations in Italy, Spain, the US, and the Tom Waterhouse, Centrebet, and Sportingbet brands in Australia.
Andrea Macqueen, Group Head of Regulatory at William Hill, said: “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.’’
Age verification and disclosure is already present across William Hill’s 2,300 high street shops and forms part of the three core objectives set by the UK Gambling Commission. Pass rates across the William Hill Group exceed 85 per cent, giving parity with the high standards set by the supermarket chains, and significantly outperforming convenience and OnTrade organisations.