The European Associations for TV and radio sales houses has become the latest organisation to welcome the European Gaming and Betting Association’s new code of conduct on responsible advertising for online gambling.

Becoming the first pan-European initiative for gambling advertising, the code establishes responsible standards for advertising for the online gambling sector. The egta will subsequently promote the code to its members and encourage them to support it.

The code introduces enhanced consumer protection measures for responsible advertising content and dedicated measures for social media and minor protection, and applies to EGBA members and other online gambling companies who sign up. Its application will be monitored by an independent third party.

It is said that “a recent analysis found the code to complement and reinforce the existing regulation of gambling advertising in European countries and, in several countries, the code’s measures are stricter than existing national rules”.

Maarten Haijer, secretary general of the EGBA, explained: “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. 

“Advertising is essential to inform the consumer of the websites which are regulated and steer them away from rogue black-market websites. But advertising is how the gambling sector is visible to the outside world and it should be responsible and protect consumers, particularly minors. 

“We welcome egta’s support for the code, the engagement of the media sector is extremely valuable for the success of this initiative and we look forward to liaising with egta members to promote the code further.”

Last month the Portuguese association for online betting and gambling APAJO officially endorsed EGBA’s European code of conduct on responsible advertising for online gambling, becoming the fifth national gambling association to do so. 

APAJO will now promote the code to its members and other online gambling companies in Portugal and encourage sign-ups.