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The Pledge on Responsible Influencer Marketing in Online Gambling builds on EGBA’s existing Code of Conduct on Responsible Advertising and sets out additional standards for all influencer marketing content produced on behalf of EGBA members. The initiative addresses the rapid growth of digital and social media marketing in the gambling industry while reinforcing the association’s commitment to consumer protection throughout the EU.
Three Core Pillars for Consumer Protection
The pledge establishes a framework anchored on three key pillars designed to maintain the highest standards of transparency and consumer protection.
Enhanced Advertising Standards
The pledge introduces rules and guidelines on transparency and age-gating mechanisms to prevent minors from accessing influencer marketing content for online gambling. It expands the EGBA Code’s existing prohibition of marketing that appeals to minors by introducing content moderation requirements and audience demographic checks. The standards apply to all forms of influencer content, including live streams, stories, posts, videos, and digital content formats.
Influencer Selection Criteria
EGBA members commit to working exclusively with influencers who have been screened for responsible marketing conduct and who abide by all applicable advertising standards and legislation. The association encourages the use of training programmes to ensure influencers remain current on the latest regulatory and self-regulatory developments for advertising.
Independent Monitoring and Compliance
EGBA members commit to regularly monitor their influencer marketing content through independent entities. Any content that is non-compliant with the pledge will be promptly removed. This measure provides assurance to consumers and regulators that marketing standards are consistently maintained.
“As the online advertising landscape continues to evolve, we’re proud to lead the industry with the first comprehensive standards for influencer marketing in Europe’s gambling sector,” said Maarten Haijer, Secretary General of EGBA. “This pledge demonstrates our members’ commitment to responsible advertising and willingness to go beyond regulatory requirements to ensure the highest standards of transparency and minor protection in their influencer partnerships.”
Implementation and Industry Leadership
The association has been at the forefront of establishing responsible advertising standards across the industry, with the EGBA Code serving as the first pan-European framework for responsible advertising in Europe’s online gambling sector.
The new influencer marketing pledge will be implemented through EGBA members’ marketing practices, with active engagement with influencers to promote awareness of these standards. EGBA members represent leading online gambling operators who are licensed and regulated within the EU, collectively holding 321 online gambling licences and serving over 30 million customers across 21 European countries.
Source: European Gaming and Betting Association
