A pioneering initiative sets enhanced standards for transparency, minor protection, and independent monitoring in Europe’s gambling sector.

The European Gaming and Betting Association (EGBA) has announced the launch of a new comprehensive pledge that establishes standards for responsible influencer marketing across Europe’s gambling sector. This initiative reinforces EGBA’s ongoing commitment to promoting best advertising practices and ensuring strong consumer protection throughout the European Union.

The Pledge on Responsible Influencer Marketing in Online Gambling, developed in collaboration with the European Advertising Standards Alliance (EASA), becomes the first industry-wide framework addressing influencer marketing in Europe’s gambling industry. This marks a significant step forward in response to the rapid evolution of digital marketing and the growing role of influencers in promoting gambling-related products and services.

Building on the EGBA Code of Conduct on Responsible Advertising for Online Gambling, the pledge introduces additional rules and guidelines for all influencer marketing content produced on behalf of EGBA members.

A comprehensive framework for responsible influencer marketing

The pledge is built on three key pillars designed to ensure the highest standards of consumer protection:

• Enhanced advertising standards: The pledge establishes clear rules and guidelines to strengthen transparency and implement age-gating mechanisms, preventing minors from accessing online gambling promotional content. It expands on the EGBA Code’s existing ban on marketing that appeals to minors by introducing new content moderation requirements and audience demographic checks.
• Influencer selection criteria: EGBA members commit to working exclusively with influencers who demonstrate responsible marketing behavior and comply with all relevant advertising laws and standards. Members are also encouraged to support training programs that help influencers stay informed about regulatory and self-regulatory developments in advertising.
• Independent monitoring and compliance: EGBA members agree to have their influencer marketing activities regularly monitored by independent entities and to immediately remove any non-compliant content.

This framework applies to all forms of influencer-generated digital content, including live streams, stories, posts, videos, and other social media formats.

“As the online advertising landscape continues to evolve, we’re proud to lead the sector with the first comprehensive standards for influencer marketing in Europe’s gambling industry,” said Maarten Haijer, Secretary General of EGBA. “This pledge demonstrates our members’ commitment to responsible advertising and their willingness to go beyond regulatory requirements to ensure the highest levels of transparency and minor protection in influencer partnerships.”

EGBA’s members represent leading licensed and regulated online gambling operators within the European Union. The association has been a frontrunner in establishing responsible advertising standards, with its Code of Conduct recognized as the first pan-European framework for responsible advertising in the online gambling sector.

The new influencer marketing pledge will be integrated into EGBA members’ marketing strategies, promoting active collaboration with influencers to raise awareness and ensure compliance with these enhanced standards.