EGBA Reveals New Pan-European Advertising Standards

An Important Step in Pan-European Gambling Regulation

This new Code of Conduct has been drafted by officials with the EU Audio Visual Media Services Directive in mind, which is heavily focused on ensuring that minors are protected from being exposed to online and land-based gambling advertisements in all forms. The EU’s directive also places great emphasis on how important it is for the industry to self-regulate and co-regulate when it comes to the protection of minors.

With the Audio Visual Media Services Directive as a model, the EGBA developed its Code of Conduct with a broad and comprehensive scope that can be applied to advertising materials than span across all media platforms. The Code of Conduct pays particular attention to social media platforms because these are generally where minors are most active and most susceptible to advertisements.

Publishing this clear and all-inclusive guide for EGBA members is an especially important step to take right now because of the quarantine and isolation restrictions placed on people due to the COVID-19 virus.

A considerable number of people are now at home all day and spending more time consuming media, and minors in particular are spending far more time online and on social media. This leaves them in a uniquely vulnerable situation of increased stress and increased free time, and the EGBA felt it was important to put additional protections in place during this time.

A Brief Look At the New Code Of Conduct

There are a significant number of new standards and best practices included in the Code of Conduct, but some of the more important measures that are highlighted in the EGBA’s press release include all of the following:

• Increasing self-regulation regarding responsible gambling messaging and campaigns
• Pioneering social media marketing measures such as age-gating all social media profiles for online gambling companies in order to help limit access by underage viewers
• Banning all forms of gambling advertisement during any media broadcasts that are directed to minor audiences
• Outlining more stringent guidelines regarding content creation so that online gambling brands have a clear set of standards surrounding how gambling advertisements should and should not look
• Preventing online gambling brands from providing sponsorship to any activities that are considered to be predominantly targeted to minors

These new rules are a part of both a short-term strategy to promote responsible gambling in the wake of the coronavirus pandemic as well as a long-term plan to increase the standards of gambling advertisement campaigns across Europe.

The EGBA Continues to Make Responsible Gambling a Priority

The Code of Conduct applies to all current EGBA members, and it is also open to be signed by any online gambling companies that are licensed in the UK or EU as well as any other gambling affiliates in the media sector.

It will be enforced by an independent, third-party firm to ensure compliance, and the EGBA believes that it will both complement and strengthen the existing online gambling advertising regulatory and legal frameworks.

In a statement to the press, EGBA Secretary General Maarten Haijer expressed that they understand the importance of effective advertising by saying that “[a]dvertising 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.”

The EGBA currently has a third-party group analyzing the impact the Code will have on industry regulations and expects to publish a summary of their findings in early May 2020.