The European Gaming and Betting Association (EGBA) has unveiled the very first pan-European code of conduct for responsible online gambling advertising. The set of guidelines put a particular focus on protecting minors from accessing online casinos and betting sites.
The “Code of Conduct on Responsible Advertising for Online Gambling” promises to strengthen existing legal approaches in the EU. It also aims to increase self-regulatory frameworks for operators conducting their businesses across the continent, including the UK. The code was developed in the context of the EU Audiovisual Media Services Directive.
Crackdown on online gambling advertising to minors
In terms of content moderation, it provides clear instruction on how gambling advertising should and should not look. Gambling advertising shouldn’t be present during broadcasts dedicated to minors and there should be age screening tools on social media. In addition to this, it unveils first of a kind measures for social media marketing. This includes age-based firewalls on the social media profiles of gambling companies and brands. There will also be a number of pioneering measures for sponsorship arrangements. These will ensure that gambling brands do not sponsor events or activities that are popular with minors.
Responsible gambling measures and campaigns will be promoted in conjunction with the above measures.
On 19 May, the code will be presented by the EGBA, via webinar. A third party has been engaged to analyse the impact of regulations in each EU state. A summary of findings will be presented on the EGBA website at the start of May.
In a press release, the EGBA said: “The Code sets long-term standards for gambling advertising content in Europe and complements EGBA’s more immediate efforts to promote responsible gambling advertising during the coronavirus.”
Maarten Haaijer, Secretary-General of the Association said: “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.”
Haajer encouraged gambling operators to sign up and said he looked forward to working with European authorities to ensure its success.
Big names in online gambling have already signed up
Current parties to the agreement include bet365, Betsson Group, GVC Holdings Plc, Kindred Group Plc, and William Hill Plc.
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