First European code for online gambling ads

The EGBA has published the first pan-European Code of Conduct for responsible advertising for online gambling.

Belgium.- The European Gaming and Betting Association (EGBA) has published the first pan-European Code of Conduct for responsible advertising of online gambling.

The code has a broad scope. It introduces standards for online gambling advertising content across all media platforms in EU and EEA countries, plus the UK. It also includes measures for social media.

The new EGBA Code of Conduct on Responsible Advertising for Online Gambling puts a big focus on the protection of minors. This includes new responsibilities to use age-gating tools for social media.

It also includes rules for members not to sponsor activities which appeal mainly to minors. Other topics include content moderation and responsible gambling messages.

It is the first such pan-European code of conduct on advertising of online gambling. The EGBA said the code would strengthen existing legal and self-regulatory frameworks for online gambling ads across Europe.

The body developed the code in the context of the EU Audio Visual Media Services Directive, which emphasises the role of self and co-regulation in protecting minors.

The code has been signed by EGBA members bet365, Betsson Group, GVC Holdings, Kindred Group and William Hill.

It is open for signature by online gambling companies licensed in the EU/EEA and the UK. The EGBA said that a third party would monitor and enforce compliance.

EGBA Secretary General, Maarten Haijer, said: “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.”

The new code comes just a day after the UK’s Betting & Gaming Council (BGC) announced plans to suspend TV and radio advertising during the Covid-19 pandemic.

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Belgium online gambling regulation