EGBA: Major gambling brand adverts dropped 55% on IPR-infringing websites
Pan-European advocacy group hails second year-on-year decline but suggests there is “still work to be done” in combatting illegal advertising
The number of ads online from major gambling operators which infringed intellectual property rights (IPR) dropped by 55% year-on-year in 2021, according to the latest data released by the European Gaming and Betting Association (EGBA).
The pan-European trade body, which works to advance the cause of greater gambling regulation across the EU, drew on new survey data from the European Union Intellectual Property Office (EUIPO) that suggests there has been a significant reduction in advertising by major brands on websites and mobile apps, which would infringe on IPR such as sports, movies and TV shows.
These websites and apps generate revenue by selling advertising space and, according to EUIPO, advertising from legitimate brands can be placed on these websites or apps unintentionally because of what it deemed to be the “very complex internet advertising ecosystem”.
The presence of advertising for brands on IPR-infringing websites and apps can confuse consumers and mislead them to believe that the content provided on these websites or apps is legal.
These figures followed a previous 20% decrease in 2020.
The EUIPO study also noted that in 2021 advertising from all gambling brands fell marginally on IPR-infringing sites from 28% in Q1 to 25% in Q4. In addition, gambling only accounted for 1% of advertising impressions for mobile apps.
The EGBA recognised the progress made in recent years from major gambling brands, including EGBA members, however, it notes that while there has been good progress, gambling still represents 25% of advertising on IPR-infringing sites, which shows “there is still work to be done”.
EGBA secretary-general Maarten Haijer welcomed the EUIPO report, highlighting the contribution of EGBA members in arresting increased IPR-infringing advertising.
“I’m pleased to see consistent and significant, year-on-year progress by Europe’s major gambling brands, including our members, to reduce the placement of advertising on IPR-infringing websites and apps,” Haijer said.
“But there is still more work to do, and we encourage Europe’s gambling operators and their advertising affiliates, to play their part by ensuring their advertising and its placement, is conducted in a responsible way,” he added.
The survey also evaluated the estimated amount and type of advertising and the ad revenue.
The total worldwide revenue generated by the monitored websites was estimated at €912.7m (£765.9m), while the revenue from apps was estimated at €57.1m.