EGBA Reports on Responsible Gambling Advertising

The European Gaming and Betting Association (EGBA) has recently published an extensive summary detailing the findings from the second monitoring exercise of its pan-European responsible advertising code. This evaluation, conducted by the independent European Advertising Standards Alliance (EASA), is designed to assess how effectively EGBA members adhere to responsible gambling advertising standards and ensure that vulnerable groups, particularly minors, are shielded from harmful exposure.

Building on the first monitoring exercise conducted in 2022, this latest review—concluded in December 2024—places a strong emphasis on child protection measures while analyzing advertising compliance across multiple platforms. The results highlight commendable levels of adherence in traditional media while pinpointing areas that require further improvement, particularly within social media environments.

Overview of the Monitoring Methodology

The second phase of EGBA’s responsible advertising assessment encompassed an extensive review of 120 advertisements from various EGBA member companies. These ads were scrutinized across diverse digital and traditional platforms, including:

• Television advertisements
• YouTube promotional content
• Gambling operator websites
• Social media campaigns and sponsored posts

The study was conducted across four key European markets—Greece, Spain, Romania, and the United Kingdom. National Self-Regulatory Organisations (SROs) in these countries were responsible for evaluating the advertisements to ensure they adhered to both the EGBA code and national advertising regulations. The key focal points of the analysis included:

• Preventing misleading or exaggerated marketing claims
• Implementing robust safeguards to limit exposure to minors
• Employing strict measures to prevent underage individuals from accessing gambling-related content
• Ensuring advertising messages include responsible gambling disclaimers and warnings

Key Findings: High Compliance in Traditional Media

The monitoring results underscore the high level of compliance among EGBA members when it comes to responsible advertising practices in traditional media. The key takeaways include:

Television Advertising: Advertisements broadcast on television consistently incorporated responsible gambling messaging and displayed clear age restriction symbols to prevent underage exposure.

YouTube Ads: Advertisers successfully adhered to YouTube's age-restriction policies, ensuring that gambling-related content did not feature elements that could appeal to minors, such as animations, cartoon characters, or celebrity endorsements with youth appeal.

The Challenge of Social Media Advertising

While compliance in television and YouTube advertising remains strong, the monitoring exercise identified several areas for improvement in social media advertising. Key issues include:

Insufficient Age-Gating Measures: Some advertisements failed to implement stringent age-verification processes, increasing the risk of underage individuals encountering gambling-related content.

Lack of Clear Forward Advice Notices: A number of gambling advertisements on social media platforms did not consistently feature clear responsible gambling warnings or advisory statements.

Varying Levels of Compliance Across Social Networks: The study found that different social media platforms enforce gambling advertising guidelines with varying degrees of rigor, making it crucial for gambling operators to ensure full compliance across all digital channels.

Influencer Marketing: A Growing Concern

The evaluation also included a review of influencer marketing campaigns by two EGBA members operating in Spain and the UK. While these campaigns demonstrated a commitment to content moderation and compliance with regulatory restrictions, one particular area stood out as a concern:

Lack of Transparency in Sponsored Content: Some influencer-promoted gambling advertisements failed to include clear and prominent disclosures indicating that the content was part of a paid promotional campaign. The absence of labels such as “#ad” can mislead audiences into believing the content is organic rather than a form of paid advertising.

EGBA’s Response and Commitment to Enhanced Standards

In response to these findings, the EGBA has reiterated its commitment to promoting responsible advertising standards across the European gambling industry. Moving forward, the organization plans to:

• Strengthen age-gating protocols on social media to further minimize underage exposure.
• Introduce more stringent transparency guidelines for influencer marketing, ensuring all paid partnerships are clearly disclosed.
• Collaborate with regulatory bodies and social media platforms to develop industry-wide solutions that enhance advertising compliance.

Maarten Haijer, Secretary General of EGBA, emphasized the significance of these efforts:

“This latest monitoring exercise demonstrates our members’ dedication to responsible advertising and minor protection. While we are pleased with the high compliance rates in traditional media, there is still work to be done in the social media space. At EGBA, we remain committed to promoting the highest advertising standards and will continue collaborating with our members to ensure comprehensive compliance across all platforms.”

The Future of Responsible Gambling Advertising

With the online gambling industry continuing to expand across Europe, maintaining ethical and responsible advertising practices has become increasingly vital. The EGBA’s advertising code serves as a cornerstone for industry-wide standards, ensuring that marketing efforts remain transparent, responsible, and protective of vulnerable consumers.

Looking ahead, several critical measures will shape the future of responsible gambling advertising:

Stronger Social Media Regulations: Expect stricter guidelines for gambling advertisements on platforms like Facebook, Instagram, and TikTok to mitigate exposure to underage users.

Enhanced AI-Based Age Verification Tools: Gambling operators may leverage artificial intelligence to improve targeting accuracy and ensure advertisements reach only the appropriate audience.

Greater Collaboration Between Regulators and Tech Platforms: Industry regulators and major digital platforms will need to work more closely to implement uniform standards for responsible gambling advertising.

As regulatory scrutiny intensifies, gambling companies must proactively adjust their advertising strategies to align with evolving responsible marketing standards. The EGBA’s ongoing monitoring efforts provide invaluable insights that will shape the industry's ethical advertising landscape in the years ahead.

Conclusion

The findings from the latest EGBA monitoring exercise highlight both progress and challenges in responsible gambling advertising. While compliance in traditional media remains strong, the digital landscape—particularly social media—presents ongoing risks, especially concerning minor protection and transparency in influencer marketing. As the industry evolves, stricter enforcement of age-gating measures and clearer advertising disclosures will be essential. The EGBA remains committed to strengthening responsible advertising standards, ensuring that gambling promotions prioritize ethical marketing practices and consumer protection across all platforms.

FAQs

What is the EGBA responsible advertising code?
The EGBA responsible advertising code is a set of guidelines that ensure gambling advertisements promote responsible gaming practices while protecting minors and vulnerable individuals from exposure to gambling-related content.

What were the key findings of the latest EGBA monitoring exercise?
The assessment found high compliance with responsible advertising standards in television and YouTube ads but highlighted concerns regarding social media advertisements, particularly regarding age-verification mechanisms and transparency in influencer marketing.

How does EGBA monitor compliance with its advertising code?
EGBA collaborates with the European Advertising Standards Alliance (EASA) and national Self-Regulatory Organisations (SROs) to review gambling advertisements and assess compliance with the EGBA code and respective national regulations.

Why is social media advertising a concern for responsible gambling?
Unlike traditional media, social media platforms have less stringent age-verification measures, increasing the risk of minors being exposed to gambling promotions.

What steps can gambling operators take to improve compliance?
Gambling companies should implement robust age-verification mechanisms, ensure responsible gambling warnings are consistently displayed, and enhance transparency in influencer marketing campaigns.

How does influencer marketing impact responsible gambling advertising?
Influencers can reach a vast audience, including minors, making it crucial for gambling operators to ensure influencer promotions are appropriately labeled as advertisements and comply with advertising regulations.

What are age-gating mechanisms in gambling advertisements?
Age-gating mechanisms restrict access to gambling advertisements by verifying the user’s age before displaying promotional content, thereby preventing minors from seeing gambling ads.

How does EGBA support responsible gambling advertising?
EGBA promotes best practices, conducts regular compliance audits, and works with regulators to ensure ethical and transparent gambling advertising across Europe.

What steps will EGBA take to improve social media advertising compliance?
EGBA will work with its members to refine age-verification systems, enhance influencer marketing transparency, and advocate for stricter digital advertising regulations.

Why is responsible gambling advertising essential?
It helps prevent problem gambling, protects vulnerable audiences, and ensures gambling promotions adhere to ethical and regulatory standards.