The European Gaming and Betting Association (EGBA) is advocating for stricter age restrictions on gambling advertisements on social media following a review of its pan-European responsible advertising code.
Call for Enhanced Age-Gating Protocols
Based in Brussels, EGBA reviewed 120 ads from its member organizations across Greece, Spain, Romania, and the UK. The analysis, conducted by the independent European Advertising Standards Alliance and completed in December 2024, covered platforms like YouTube, TV, websites, and social media.
The review identified areas requiring improvement, particularly in social media advertising. EGBA recommended the implementation of more robust age-gating mechanisms and enhanced advice notices to ensure gambling ads are accessible only to legal-age audiences. It stressed the need for technical controls to restrict ad exposure based on viewer age and emphasized warnings against sharing gambling-related content with underage individuals.
High Compliance in Other Channels
While areas for improvement were noted in social media, EGBA reported strong compliance among its members regarding TV and YouTube ads. These platforms were commended for effectively protecting minors by enforcing age restrictions and avoiding the use of celebrities or cartoon characters in gambling promotions.
The review also evaluated influencer marketing in Spain and the UK, finding substantial adherence to content moderation and restrictions targeting minors. However, it recommended more transparency in paid promotions, such as clearly labeling ads with hashtags like #ad to distinguish promotional content.
Commitment to Responsible Advertising
In its statement, EGBA reaffirmed its dedication to refining advertising practices. The organization plans to use the findings of the review to strengthen its code and continue promoting responsible advertising across the European gambling sector.
EGBA Secretary General Maarten Haijer highlighted members’ commitment to minor protection and responsible advertising, noting the encouraging compliance on traditional media platforms. However, Haijer emphasized that social media advertising still requires additional effort and refinement.
EGBA’s Broader Efforts
The association remains proactive in addressing gambling harm and advocating for sustainable practices in the European market. In December 2022, EGBA proposed standardized markers for identifying gambling harm. Additionally, it has called on Austria to modernize its gambling regulations by transitioning from a monopoly system to a multi-license framework, citing the rise of the black market as evidence of the current system’s inefficacy.
EGBA’s continued push for high advertising standards and responsible practices reflects its commitment to protecting consumers while promoting sustainable growth in the industry.
