EGBA praises progress on reduction of unintentional advert placements

The European Gaming and Betting Association has welcomed the conclusion of a new European Commission report which has found a significant reduction in unintentional advertising on intellectual property rights infringing websites.

The Commission has found that an industry-led memorandum of understanding on online advertising and intellectual property rights has led to a 20 per cent reduction in the unintentional placement of their advertising on websites which infringe on IPR.

Published in 2018, the MoU was established with the purpose of limiting advertising on websites, such as illegal sports streaming sites and mobile applications that infringe copyright or disseminate counterfeit goods.

The MoU is a voluntary agreement signed by various industry associations which represent Europe’s major online advertising sectors and is facilitated and coordinated by the European Commission.

As part of its review of the effectiveness, the Commission presented a new report which found that its introduction has created more awareness among brands that their advertising may end up on IPR-infringing websites. 

According to the report, the share of total advertising for European businesses on IPR-infringing websites was reduced by 12 per cent since the introduction of the MoU, while gambling advertising from Europe’s major brands, including all EGBA members, fell 20 per cent, from 62 per cent to 50 per cent during the reporting period.

“EGBA welcomes the progress made by EGBA members and other major gambling brands in significantly reducing the unintentional placement of their advertising on IPR-infringing websites, and is pleased that major online gambling companies are playing a central role in EU efforts to crack down on IPR infringement,” explained Maarten Haijer, secretary general of the EGBA

“Most reputable companies do not intend to advertise on IPR-infringing websites, but it happens and is difficult to control, and EGBA acknowledges that remedial action is needed to prevent it. That is why we have been actively engaging with the European Commission and other stakeholders to take action and are pleased those efforts are beginning to bear fruit.”

The Brussels-based trade association states that the MoU’s success showcases the plus points of cooperation at EU level between various stakeholders to prevent online infringement of IPR.

“EGBA is committed to promoting responsibility and driving standards in Europe’s online gambling sector and we encourage other companies to join us – and be part of the solution, not the problem – by adhering to responsibility initiatives such as the MoU,” Haijer added. 

“This initiative proves that greater cooperation at EU-level can benefit the sector and how it is able to respond to the challenges it faces, including on advertising.”