EGBA publishes Code of Conduct for responsible advertising

On April 28 2020, the European Gaming and Betting Association (EGBA) published the first pan-European Code of Conduct for responsible advertising for online gambling. The Code of Conduct (referred to as the “Code”) is broad in scope and introduces essential standards for advertising content across all media platforms and dedicated measures for social media.

The Code is an initiative of the European Gaming and Betting Association (EGBA). EGBA is the Brussels-based trade association representing the leading online gaming and betting operators established, licensed and regulated within the EU (and UK). These are bet365, Betsson Group, GVC Holdings Plc, Kindred Group Plc, and William Hill Plc. EGBA members accounted for 25% of Europe’s online gambling revenue in 2018 and together have more than 16.5 million customers in Europe.

The objective of the Code is to enhance consumer and minor protection through the promotion of responsible advertising measures for online gambling. The Code reflects EGBA’s commitment to ensuring that gambling is a safe and responsible entertainment pastime. 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.

The Code applies to all EGBA members, is open for signature by gambling operators, other gambling associations and representation bodies of the media sector. The Code is applicable in all EU/EEA countries and the UK and covers all types of advertising for online gambling across all types of media platforms, regardless of the technology used.

The Code includes social responsibility measures and best practices for online gambling advertising including rules for content moderation, specific measures on minor protection, sponsorship, responsible gambling messaging and campaigns, and first-of-their-kind gambling advertising measures for social media.

The Code applies to all signatory online gambling companies and their contracted affiliates and advertising intermediaries, such as influencers, brand ambassadors, etc, where applicable. EGBA endeavours to ensure that compliance with the provisions of this Code, by its signatories, is monitored regularly in a transparent, participative and accountable manner by an independent third-party.

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