The European Gaming and Betting Association welcomed the result of a recent study by the European Commission, which found that unintended ads on intellectual property rights infringing websites had been substantially reduced.
The Commission has found that an industry-driven memorandum of understanding on online ads and intellectual property rights has driven to a 20 percent decrease in the unintended placement of advertisements on websites that infringe on IPRs.
The MoU was founded in 2018 to restrict advertisements on websites, such as illicit sports streaming sites and mobile apps that violate copyright or disseminate counterfeit products. The MoU was released in 2018.
The MoU is a collective agreement signed by a number of industry groups representing the main online advertisement sectors in Europe and promoted and organised by the European Commission.
As part of its effectiveness analysis, the Commission presented a new report which found that its implementation raised brand awareness that its ads may end up on websites that violate IPRs.
According to the study, since the launch of the MoU, the share of total advertisements for European businesses on IPR-infringing websites has decreased by 12 percent, whereas gambling advertisements from major European brands, including all EGBA members, has decreased by 20 percent, from 62 percent to 50 percent during the reporting period.
EGBA Secretary General, Maarten Haijer said: “EGBA welcomes the progress made by EGBA members and other major gambling brands in significantly reducing the unintentional placement of their advertising on IPR-infringing websites, and is pleased that major online gambling companies are playing a central role in EU efforts to crack down on IPR infringement.
“Most reputable companies do not intend to advertise on IPR-infringing websites, but it happens and is difficult to control, and EGBA acknowledges that remedial action is needed to prevent it. That is why we have been actively engaging with the European Commission and other stakeholders to take action and are pleased those efforts are beginning to bear fruit.”
The Brussels-based trade association notes that the performance of the MoU represents the advantages of collaboration between different stakeholders at EU level to prevent IPR infringement online.
“EGBA is committed to promoting responsibility and driving standards in Europe’s online gambling sector and we encourage other companies to join us – and be part of the solution, not the problem – by adhering to responsibility initiatives such as the MoU,” Haijer added.
“This initiative proves that greater cooperation at EU-level can benefit the sector and how it is able to respond to the challenges it faces, including on advertising.”