EGBA unveils first pan-European igaming advertising code
Published 29th April 2020
The ‘Code of Conduct on Responsible Advertising for Online Gambling’ pledges to both complement and strengthen existing legal and self-regulatory frameworks for online gambling advertising in place across Europe.
Developed in the context of the EU Audio Visual Media Services Directive, which emphasises the role of self- and co-regulation in protecting minors from exposure to gambling advertising, the new code features a range of specific measures.
These include a section on content moderation and how gambling advertising should look, as well as a focus on minor protection, whereby adverts should not be shown during broadcasts dedicated to minors, while also setting out details regarding age screening tools on social media to protect minors.
The code also covers first-of-their-kind measures for social media marketing, in terms of age-gating on the social media profiles of gambling brands to ensure minors do not have access.