EGBA aims for responsible advertising during Euro 2020

Members of the European Gambling and Betting Association (EGBA) have committed to responsible gambling advertising throughout the Euro 2020 tournament.

Compliance with this obligation will be assessed against the EGBA Code of Conduct for Responsible Advertising by an independent body, the European Advertising Standards Alliance (EASA), which is made up of advertising standards bodies from across Europe.

This is the first time EGBA members will be assessed for compliance with the code of conduct since it went into effect in April 2020, with the first event to monitor ads appearing during Euro 2020.

As part of the monitoring process, the global advertising rating agency Nielsen will monitor EGBA members' advertising content on television, social media and digital advertising in four specific countries: Greece, Romania, Sweden and Ireland.

EASA will provide EGBA with an analysis of the results, including further recommendations to maintain compliance and improve the effectiveness of the code.

The EGBA Code includes content moderation requirements requiring operators to provide clear and non-misleading information about online gambling services in a socially responsible manner.

According to the code, operator marketing must not knowingly exploit the inexperience, predisposition or aspirations of minors, nor must it be specifically designed for this age group.

All responsible gambling messages must inform players of the risks associated with gambling and encourage appropriate gambling behaviour.

With regard to social media, the EGBA Code encourages operators to adhere to this code when dealing with influencers, brand representatives, streamers and podcasts in gambling advertising on platforms such as Facebook, YouTube, Twitter and Instagram.

The current members of EGBA are bet365, Entain, Kindred Group, Betsson and William Hill.

EGBA Secretary General Maarten Hayer said: “EGBA members are committed to socially responsible advertising, especially during important events such as the 2020 UEFA European Football Championship.

“The EGBA Code of Responsible Advertising makes this commitment a reality, and independent third-party monitoring of the code will maintain both compliance and credibility.

“Advertising is a hot topic in many countries and the gambling sector needs to take more responsibility for the content and tone of its ads.

“We hope gambling authorities across Europe recognize the efforts made by EGBA members to raise the bar for responsible advertising,” he added.