EGBA launches pan-European code of conduct for responsible online gambling ads
Body provides new guidelines for operators around social media advertising with influencers, brand ambassadors and streamers
The European Gaming and Betting Association (EGBA) has launched its first code of conduct for the responsible advertising of online gambling across Europe.
The code includes standards which will apply across all media platforms and dedicated measures for social media advertising, with a focus on protecting minors.
It includes moderating content requirements that operators should provide clear and non-misleading information about online gambling services in a socially responsible way.
According to the code, operator marketing should not knowingly exploit the inexperience, susceptibilities or aspirations of minors, nor be specifically designed to appeal to this age group. Under the new guidelines, all RG messaging should inform players of risks related to gambling, encouraging appropriate gambling behaviour.
In respect of social media, the EGBA code suggests operators should adhere to the code when working with influencers, brand ambassadors, streamers and podcasts in gambling ads on platforms including Facebook, YouTube, Twitter and Instagram.
The EGBA code asserts operators should not sponsor any activity where the primary audience is expected to be minors or events which appeal to minors. It also stipulates that operators should take care when sponsoring legal age individuals to ensure they do not appear underage.
EGBA secretary general Maarten Haijer said the new code would promote high standards in protecting minors and providing socially responsible advertising across EGBA member firms.
“We encourage other gambling companies to sign up to the Code and look forward to engaging with Europe’s authorities to ensure its success,” Haijer added.
An external analysis of the impact of the new code on existing national regulation and operator self-regulation methods will be published in May. The code is set up as a “living document” and will be amended in line with industry conduct. Several trade associations including APAJO, Speel Verantwoord and BOS have already publicly endorsed the code.
The EGBA, in concert with 15 other gambling trade associations, released measures targeting Covid-19 themed advertising by operators in March.