The UK will welcome a new tool in Google ad settings which helps users block gambling adverts. In a uniquely proactive development, Google will be providing UK YouTubers with the ability to shield themselves from gambling and betting adverts on the social media video channel. Demonstrated Need The new offering from Google is reportedly a direct response to user feedback concerns about the proliferation of alcohol and gambling ads they see online, from third party websites in addition to YouTube. Current Settings At this juncture, personalised ads based on user browsing histories can be adjusted by the user in their Google Ad Settings.