EGBA publishes pan-European code for responsible online gambling advertising

The ‘Code of Conduct on Responsible Advertising for Online Gambling’ will introduce new standards for advertising gambling-related content across all media platforms, with special measures intended for social media. Furthermore, the Code will complement and strengthen legal and self-regulatory frameworks that are already in place.

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It is also worth noting that the Code includes special measures regarding what online gambling advertising should and should not look like. More specifically, these are focused on the protection of children with no ads during TV broadcasts or sponsoring, which is aimed at them. Moreover, age-verification gambling brand social media profiles will be introduced soon in order to make sure that minors do not have access.

Maarten Haijer, the General Secretary of EGBA, stated that advertising is an important way of informing players about which gambling sites are regulated and which black-market sites they should avoid. Nonetheless, he argued that advertising should be responsible and protect players, especially minors.

It is worth mentioning that the UK Betting and Gaming Council also announced an action plan only a month ago regarding the protection of those at risk from gambling harms. A year earlier, more specifically in May 2019, the American Gaming Association also published its Responsible Marketing Code for Sports Wagering.