The European Gaming and Betting Association (EGBA) has published the first pan-European Code of Conduct for responsible advertising for online gambling.
The Code has a particular focus on minor protection and introduces essential standards for advertising content, across all media platforms, and dedicated measures for social media. The Code intends to strengthen the existing legal and self-regulatory frameworks for online gambling advertising in Europe.
The Code has been developed in the context of the EU Audio Visual Media Services Directive, which emphasises the important role of self and co-regulation in protecting minors from exposure to gambling advertising.
The “Code of Conduct for responsible advertising for online gambling” applies to EGBA members and is open for signature by online gambling companies licensed in the EU/EEA and UK, other gambling associations and representation bodies of the media sector.
The Code sets long-term standards for gambling advertising content in Europe and complements EGBA’s more immediate efforts to promote responsible gambling advertising during the coronavirus.
“We’re very pleased to present EGBA’s Code of Conduct for responsible gambling advertising, which promotes high standards for minor protection and socially responsible advertising content. Advertising is essential to inform the consumer of the websites which are regulated and steer them away from rogue black-market websites. But advertising should be responsible and protect consumers, particularly minors. We encourage other gambling companies to sign up to the Code and look forward to engaging with Europe’s authorities to ensure its success,” Maarten Haijer, Secretary-General of EGBA, said.
EGBA has mandated a third-party to assess the impact of the Code on existing national regulations and self-regulation and a summary of the analysis will be published on the EGBA website in May 2020.