The Dutch online gambling trade organisation Speel Verantwoord has approved the European Gaming and Betting Association’s recently published European code of conduct on responsible advertising for online gambling.

Published at the end of April, the “first pan-European initiative for gaming advertising” contains a particular focus on minor protection as well as introducing standards for advertising content across all media platforms and dedicated measures for social media.

The code applies to EGBA members and other online gambling companies who sign up to it, and its application will be monitored by an independent third party.

EGBA secretary general Maarten Haijer said: “We’re very pleased with the support of Speel Verantwoord for our code and its commitment to promote responsible advertising in the Netherlands. 

“Advertising is crucial to inform consumers of the gambling websites that are safe and regulated and is an essential part of a well-regulated market. But at the same time the content of advertising must be responsible, especially also to protect minors. 

“With this code, Speel Verantwoord and EGBA contribute to that objective and we look forward to engaging with all stakeholders on it.” 

A recent analysis from European Advertising Standards Alliance, mandated by the EGBA, found the code to complement and reinforce the existing regulation of gambling advertising in European countries; the code measures were stricter than the existing national rules due to its detailed and targeted nature.

Speel Verantwoord, whose member companies include bet365, Betsson, Dazzletag, Flutter, GVC and Kindred, is one of the first associations to endorse EGBA’s code and will promote the code to its members and encourage other gambling companies in the Netherlands to sign up to it.