EGBA Publishes New Code for Responsible Advertising in Online Gambling

Staff Writer Industry News 104

The European Gambling and Betting Association (EGBA) has published a new set of guidelines for responsible advertising. Those guidelines are compiled in the Code of Conduct aimed at bolstering advertising in online gambling.

The focus of the Code is the protection of minors in gambling. EGBA also brought in new standards for advertising content across multiple social media outlets. Let’s see what the new rules include.

Responsible Ads Are a Must

With this Code of Conduct, EGBA wanted to strengthen the legal and self-regulatory frameworks in European advertising. More specifically, adverts for online gambling in Europe. According to EGBA, protecting minors from exposure and risks of gambling is an important factor. With that in mind, the new Code wants to impose co-regulation and increase self-regulation in the industry.

But, to whom does this Code apply to? The answer is for all EGBA members. Online gambling companies that possess licenses from the EU and the UK can all sign it. Furthermore, similar gaming associations in the sector can sign it as well.

Long-Term Standards

By introducing the Code, EGBA imposed new long-term standards for gambling advertising in Europe. The Code complements EGBA’s efforts to promote responsibility in advertising during the COVID-19 situation. As you know, the virus outbreak brought an increase in gaming activity in Europe. That is why it is important to protect the players as well as minors from the dangerous consequences of careless adverts.

Maarten Haijer, Secretary-General of EGBA, said that advertising is essential to help players distinguish good from the bad. In other words, good advertising directs the punters to regulated sites and helps them keep away from rogue casinos. However, Haijer thinks that marketing should also protect consumers, “particularly minors”.

In May, EGBA will publish a summary of the analysis of the Code and the those who signed it.

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