For the past year, online gambling operator Kindred Group (KINDSDB:Stockholm) has reportedly collaborated with anti-gambling software program Betfilter to develop a new online social responsibility tool that will aid in preventing underage individuals from being exposed to gambling ads. The result of the collaboration is AdBlocker, which Kindred will reportedly offer to any customer who wishes to install it.

Malta-headquartered Kindred Group Plc, operating as Unibet Group Plc until Dec. 2016, has joined Betfilter to help prevent exposure to gambling advertisements to individuals who are under the age of 18.

Over the past year, Kindred has worked with the Hong Kong-based GPHP Group Limited, the IT development firm which owns Betfilter, to aid in funding the development of AdBlocker, the new social responsibility tool which will reportedly be available market-wide. According to the company, children under 18 are that much more susceptible to online gaming ads due to the increased amount of time they are known to spend using tablets, mobile devices and computers. Any device the user wants to block from gambling ads can be installed with the new tool.

Integrity Analyst Manager at Kindred Group, Maris Bonello, said, “I am happy that this new social responsibility tool is now ready and available to those who need it. We have always been very clear that our products are only to be used by adults over the age of 18, and therefore see this tool as an important addition to our responsible gambling toolbox. This project also follows our commitment to supply a joyful form of entertainment to our customers,” according to the press release.

Also commenting on the collaboration, Per Albertsen, Sales and Consultancy for GPHP/Betfilter said, “At betfilter.com we are proud to collaborate with Kindred Group on this project. Our company has always strived to help people with gambling problems and also ensure safety for children.”

“The new AdBlocker, which is initially available for Windows users, blocks gambling ads, thus preventing vulnerable people from being tempted. We believe this Out of Sight, Out of Mind method to be truly effective in promoting responsible gambling,” explained Albertsen.

According to the press release, a number of AdBlockers will be offered to customers free of charge. Kindred customers already reportedly receive the Betfilter license for free.