The European Betting & Gaming Association (EBGA) has published a new pan-European code of conduct for gambling.
Titled the ‘Code of Conduct on Responsible Advertising for Online Gambling’, the legislation will apply to countries in the EU and EEA – plus the UK.
A focus on protecting minors features heavily, while it’s also intended that the code will support each country’s own gambling ad regulations.
What’s included in the EBGA’s code of conduct?
The code covers a number of key areas related to the promotion of gambling. In a nutshell, these are the following.
- Content moderation – how gambling advertising should and shouldn’t look like.
- Minor protection – no gambling advertising during broadcasts dedicated to minors; age screening tools on social media to protect minors.
- First-of-their-kind measures for social media marketing. This includes age-gating on the social media profiles of gambling brands, to ensure that minors don’t have access.
- Pioneering measures for sponsorship arrangements – no sponsoring of activities which have a predominant appeal to minors.
- Responsible gambling messaging and campaigns.
The EBGA’s pan-European code will be presented on 19th May, in a webinar being hosted by the association. It will also be monitored by an independent third party.
A third party has also been hired to analyse the impact of current regulations in each country. A summary of this research will be published on the EBGA’s website at the beginning of May.
iGaming operators in the countries where these rules will apply are able to be signed by operators, other gambling associations and media sector bodies.
Thinking about the long game
Last year, it was reported that the continent’s governing body for gaming wanted EU single market regulations to be enforced.
In the group’s official press release, the EBGA said the following.
“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.”
Secretary General Maarten Haaijer also shared his own individual thoughts on the matter, which 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 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.”