William Hill announced that it has signed the European Gaming and Betting Association (EGBA) pan-European code of conduct for responsible ads published earlier this week.
By joining the project, William Hill has committed to the EGBA’s long-term aim of carrying out guidelines for advertising content on gambling in Europe.
The “Code of conduct on Responsible Advertising for Online Gambling” would supplement and enhance legislation already in place. It will include different steps that concentrate on moderation of content, minor security, responsible gambling and interventions in the social media.
Patrick Jonker, CEO of Mr Green Ltd and MD of William Hill International, commented: “We are very pleased to join the initiative by the EGBA. As license holders within numerous markets, our advertisement policies always follow the local regulatory frameworks. During these difficult times we welcome any initiative that will offer additional protection of minors.”
EGBA Secretary General Maarten Haijer added: “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.”