Fifteen European trade associations team up on new Covid-19 ad guidelines
BGC, BOS and AFJEL among trade bodies “strongly opposed” to coronavirus marketing by operators
Fifteen of Europe’s largest online gambling trade associations have issued joint guidance to online gambling firms following reports of Covid-19-themed marketing by operators.
The trade associations include the BGC, the Danish Online Gambling Association, Speel Verantwoord, BAGO and French trade body AFJEL (Association Française des Opérateurs de Jeu en Ligne).
Important initiative from @EUgambling and equally important that all gambling operators comply. https://t.co/C2qKykFp6o
— Gustaf Hoffstedt (@GustafHoffstedt) March 30, 2020
Supranational entities the European Gaming and Betting Association and the International Betting Integrity Association are also included among those recommending safer advertising by operators during the coronavirus pandemic.
The guidance recommends that all operator advertising should not refer to the coronavirus, World Health Organization (WHO) coronavirus-related statements and/or any other coronavirus-related developments in promotional material.
The fifteen associations include some of Europe’s largest trade bodies Source: EGBA
“We urge online gambling companies to share this information to any affiliate companies they work with and to ensure their brands are not being promoted in an unethical and socially irresponsible manner,” the trade associations stated.
It further reiterates existing guidance on not portraying gambling as a solution to social, personal or financial problems or invites customers to gamble online as a solution to boredom arising from the Europe-wide restrictions on movement.
The trade bodies also recommend that member firms should include information on minimum age restrictions, together with closely monitoring customer accounts for problem gambling behaviour throughout the Covid-19 lockdown.
It comes after several regulators, including the Dutch Gambling Authority, reported instances of marketing of alleged “corona-free” gambling by affiliates.
Several operators have publicly denounced the marketing practices being used, with GVC introducing a “one-strike-and-your-out” policy for any affiliate found to be using similar practices online.