An independent monitoring system indicated that the European Gaming and Betting Association (EGBA) responsible advertising rule offers a "strong foundation for responsible advertising" but advised additional clarity in certain areas.
Evaluation of EGBA’s Code Effectiveness
The European Advertising Standards Alliance, with the support of media analytics company Nielsen, analysed 1240 advertisements from EGBA members to evaluate the effectiveness of EGBA's code of responsible advertising.
The monitoring was conducted during Euro 2020 and included Greece, Romania, Ireland, and Sweden.
The EGBA's code was introduced in 2020. The code includes:
- Gambling advertisements rules
- The protection of minors through measures such as not airing advertisements during programmes aimed at minors, and
- Age-restricting social media profiles
In addition, the code stipulates that operators should not sponsor activities that primarily appeal to minors, and it provides recommendations for responsible gambling marketing and promotions.
Strong Foundation for Responsible Advertising
Based on its monitoring, the EASA determined that the code provided a "strong foundation for responsible advertising" and observed that EGBA members already adhere to the majority of the code's provisions. However, EGBA cautioned that these results do not necessarily indicate that EGBA endorses the code.
However, it also suggested some improvements. Specifically, it suggested that the necessity to include a responsible gaming message in advertisements could finally be adequately clarified.
EGBA secretary general Maarten Haijer said that they are satisfied with the monitoring results and the efforts the members are making in promoting responsible advertising.
We appreciate EASA's critical yet constructive approach. Responsible advertising is crucial for informing the public about which gambling operators are licenced and regulated, reflected Haijer.
We welcome other operators to sign the agreement and join us in our efforts to increase standards for responsible advertising. The business must get serious about appropriate and measured advertising, especially with the World Cup later this year; otherwise, advertising limits will continue to mount.
