EBGA advertising code welcomed by major European media association

EBGA Code receives approval

The European Betting and Gaming Association (EBGA) has received support for a new code of conduct related to responsible gambling. 

After supporting the code, the European Association for TV and Radio House Sales (ETGA) will now seek to get its members to do likewise. 

Five members of the European Economic Area (EEA) – Norway, Denmark, Portugal, the Netherlands and Belgium – have also endorsed the code so far. 

The Code of Conduct on Responsible Advertising for Online Gaming was originally published by the EBGA in April this year. 

“Advertising is how the gambling sector is visible to the outside world” 

The code will be applicable to all EBGA members, as well as online gambling operators based in the EU and/or EEA that sign up for it. Its enforcement will be monitored by a third party. 

EBGA Secretary General Maarten Haaijer spoke about the ETGA’s support for the code in an official press release. His words were as follows. 

“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 is how the gambling sector is visible to the outside world and it should be responsible and protect consumers, particularly minors. 

“We welcome the ETGA’s support for the code. The engagement of the media sector is extremely valuable for the success of this initiative and we look forward to liaising with ETGA members to promote the code further.”

A recap of what’s included in the code 

The Code of Conduct on Responsible Advertising for Online Gaming is the first pan-European code for online gambling. 

Content moderation, including how gambling ads should and should not look like, forms part of the code. Operators will also be obliged to protect minors through age screening on social media. Gambling broadcasts must be stopped altogether for such audiences.

In addition to age-gating social media accounts, sponsoring activities with a predominant appeal to minors is banned. Moreover, responsible gambling messages and campaigns must be carried out.

According to a May gap analysis of the code by the European Advertising Standards Alliance (EASA), it will strengthen various countries’ regulations.