Independent body finds EGBA code is “solid basis for responsible advertising”

Pan-European advertising body the European Advertising Standards Alliance, with the assistance of media analytics business Nielsen, monitored 1,240 adverts from EGBA members in order to determine the success of EGBA’s responsible advertising code. The monitoring took place during Euro 2020 and covered four countries: Greece, Romania, Ireland and Sweden.

EGBA’s code was introduced in 2020, and includes specific measures on how gambling advertising should look, protection of minors through measures such as not broadcasting ads during programming directed at minors and age-gating on the social media profiles. In addition, the code says that operators should not sponsor activities which have a predominant appeal to minors, and offers guidance for responsible gambling messaging and campaigns.

Based on its monitoring, the EASA found that the code was a “solid basis for responsible advertising”, and noted that EGBA members already keep to most of the measures contained in the code. EGBA noted, though, that these results do not necessarily mean that EGBA endorses the code.

However, it did also call for certain improvements. In particular, it said more clarity could be provided in the requirement to include a responsible gambling message within ads.

“We’re pleased with the monitoring results and the progress our members are making in promoting responsible advertising,” EGBA secretary-general Maarten Haijer said. “We thank EASA for their critical but constructive approach. Advertising is an essential tool to inform the public of which gambling operators are licensed and regulated – and it can be done responsibly. 

“We encourage other operators to sign up to the code and join our efforts to raise responsible advertising standards. The industry must get serious about responsible and measured advertising, especially with the World Cup coming up later this year, otherwise the pressure of advertising restrictions will continue to pile on.”