During the UEFA European Football Championship, which begins this week, members of the European Gaming and Betting Association have agreed to independent advertising monitoring.
The first monitoring exercise of the association’s pan-European code of conduct on responsible advertising will be held from May 20th to July 20th, 2021.
This will put EGBA members to the test during the postponed football championships, when “gambling advertising will be particularly visible.”
In charge of monitoring
The European Advertising Standards Alliance, a European association of advertising standards groups, will be in charge of monitoring. Nielsen, a global analytics business specialising in advertising tracking, will track the advertising material of EGBA members in Greece, Romania, Sweden, and Ireland across TV, social media, and digital advertising platforms.
The EASA will analyse the findings and provide recommendations to the EGBA to help them comply with the code and improve its overall effectiveness.
Committed to advertising in a socially responsible way
Maarten Haijer, secretary general of the EGBA explained: EGBA members are committed to advertising in a socially responsible way, even more so during prominent events like the Euro 2020 football championships.
“EGBA’s responsible advertising code puts this commitment into action and independent third-party monitoring of the code will support both compliance and trust in the code.
“Advertising is a hot topic in many countries and the gambling sector must take more responsibility for the content and tone of its advertising.
“We hope gambling authorities around Europe will acknowledge the efforts made by EGBA members to raise the bar in responsible advertising standards.”
Who the code of conduct applies to
The EGBA’s responsible advertising code of conduct applies to its members and their operations in the EU and the United Kingdom, and it is open for signature by other online gaming enterprises.
Compliance with the code will be monitored on a regular basis, and the results will be fed into EGBA’s ongoing discussions with EASA and national advertising regulators across the EU in order to ensure its efficacy.