The European Gaming and Betting Association has published the “first pan-European Code of Conduct on Responsible Advertising for Online Gambling,” which is applicable to all members.

Containing a particular focus on minor protection, the code introduces standards for advertising content across all media platforms and dedicated measures for social media.

Open for signature by online gambling companies licensed in the EU/EEA and UK, other gambling associations and representation bodies of the media sector, the EGBA asserts that it’s intention is to ensure that compliance is monitored and enforced by an independent third-party.

The group also commented that the intention of the code is to complement and strengthen existing legal and self-regulatory frameworks for online gambling advertising in Europe. 

Contained within the guidance are specific measure on content moderation, minor protection, measures for social media marketing, measures for sponsorship arrangements and responsible gambling messaging and campaigns.

“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,” explained Maarten Haijer, secretary general of the EGBA

“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 code sets long-term standards for gambling advertising content in Europe and is designed to complement the EGBA’s more immediate efforts to promote responsible gambling advertising during the coronavirus.

The EGBA has mandated a third-party to assess the impact of the code on existing national regulations and self-regulation and a summary of this analysis will be published at the beginning of May 2020.