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EGBA Introduces First Pan-European Code of Conduct for Online Gambling Marketing
April 30, 2020 Aleksandra Zolotic
The European Gaming and Betting Association (EGBA) publicized the first even Pan-European Code of Conduct which aims to increase the level of responsibility in online gambling advertising. Quite broad in its scope, the Code sets out essential standards for advertising content.
This encomes all media platforms, regardless of the technology used, and also includes dedicated measures for social media.
Applicable to all EGBA , the document is open for signature by gambling operators, other gambling associations, and representative bodies of the media sector. Moreover, the document is implementable in all EU/EEA countries and the UK.
The Code’s Main Objective
The main objective of the Code is to enhance customer and minor protection through the promotion of responsible advertising measures for online gambling.
Reflecting EGBA’s commitment…
…to ensure that gambling is a safe and responsible entertainment activity, the Code establishes long-term standards for gambling advertising content in Europe. Moreover, it complements EGBA’s more immediate efforts to promote responsible gambling marketing during the current situation.
As a small reminder, EGBA is the Brussels-based trade association representing the leading online gaming and betting operators established, licensed, and regulated within the EU and UK. These are bet365, Betsson Group, GVC Holdings Plc, Kindred Group Plc, and William Hill Plc.
Having more than 16.5 million customers in Europe, EGBA ed for 25% of Europe’s online gambling revenue in 2018.
Comprehensive Set of Measures
The Code includes social responsibility measures and best practices for online gambling advertising. This means that special rules will be established for content moderation. Also, the special accent will be put on minor protection, sponsorship, responsible gambling messaging, and campaigns. On top of that, first-of-their-kind gambling advertising measures for social media will be set out as well.
The measures established by the Code…
…will be applicable to all signatory online gambling brands including their contracted s and advertising intermediaries (influencers, brand ambassadors, etc.). This document has unlimited duration and is subject to updates of its .
The Association endeavors to ensure that compliance with the provisions of this Code, by its signatories, is monitored regularly. This will be performed in a transparent, participative, and able manner by an independent third-party.
In March 2019…
…the prompted once again, in September, to unify the rules and boost protection.
When Will the Code Be Officially Implemented?
The Association has commissioned a third-party analysis of the impact of the Code on existing regulatory and self-regulatory advertising measures in 14 EU countries and the UK. The summary of this analysis is expected at the beginning of May 2020.
Source:
“Q&A: EGBA’s Code Of Conduct On Responsible Advertising For Online Gambling”, egba.eu, April 29, 2020.
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I hope the analysis will have a positive outcome because such and similar measures are always well-welcomed to raise awareness and protect consumers more.