EGBA Unveils Responsible Advertising Code

The European Gaming and Betting Association (EGBA) released the “first pan-European Code of Conduct on Responsible Advertising for Online Gambling,” which applies to all members.

The code provides guidelines for advertisement content across all media outlets, with a special emphasis on minor security, and dedicated social media controls.

Open to sign by online gambling companies authorised in the EU / EEA and UK, other gambling associations and media sector representative bodies, the EGBA affirms its intention to ensure enforcement is monitored and implemented by an independent third party.

The group also commented that the code’s purpose is to supplement and strengthen established legal and self-regulatory mechanisms for European online gambling advertisements.

Specific measures on content moderation, minor protection, social media marketing measures, sponsorship arrangement measures and responsible gambling messaging and campaigns are included within the guidance.

Maarten Haijer, secretary general of the EGBA explained: “We’re very pleased to present EGBA’s code of conduct for responsible gambling advertising, which promotes high standards for minor protection and socially responsible advertising content.

“Advertising is essential to inform the consumer of the websites which are regulated and steer them away from rogue black-market websites. But advertising should be responsible and protect consumers, particularly minors. We encourage other gambling companies to sign up to the Code and look forward to engaging with Europe’s authorities to ensure its success.”

The code sets long-term guidelines for gambling advertisement content in Europe, and is intended to supplement the more immediate efforts of the EGBA to encourage responsible gambling advertisement during coronavirus.

The EGBA has appointed a third party to determine the effect of the code on current national legislation and self-regulation and will publish a review of this study in early May 2020.