EGBA issues European-wide Code of Responsible Advertising for Online Gaming


The European Gambling and Betting Association (EGBA) publishes the first pan-European Code of Conduct for responsible advertising of online gambling. The Code is broadly applicable and introduces core standards for advertising content across all media platforms and specific measures for social media.

The Code of Conduct for Responsible Advertising for Online Gambling is reportedly intended to complement and strengthen the existing legal and self-regulatory framework for online gambling advertising in Europe. This initiative was developed in the context of the EU Audiovisual Media Services Directive, which emphasizes the important role of self-regulation and co-regulation in protecting minors from exposure to gambling advertisements.

The Code includes specific measures:

  • Content moderation – how gambling ads should and should not look.
  • Minor protection – lack of advertising of gambling during programs dedicated to minors; social media age verification tools to protect minors.
  • First-of-its-kind measures for social media marketing – age-specific profiles of gaming brands on social media to ensure minors are not allowed access.
  • Innovative measures for sponsorship agreements – not sponsoring events that are primarily attractive to minors.

The Code applies to EGBA members and is open for signing by online gambling companies licensed in the EU / EEA and the UK, other gambling associations and representative media bodies. EGBA is committed to ensuring that compliance with the Code is monitored and enforced by an independent third party.

The Code sets long-term standards for gambling advertising in Europe and complements EGBA’s more pressing efforts to promote responsible gambling advertising during the coronavirus.

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