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A new commitment to establish explicit guidelines for influencer marketing in the European online gambling industry has been made by the European Gaming and Betting Association (EGBA). Enhancing transparency, safeguarding consumers, and preventing children from being exposed to gambling content are the objectives of the initiative.
Together with the European Advertising Standards Alliance (EASA), the Pledge on Responsible Influencer Marketing was created.. It is the first industry-wide framework of its kind in Europe and builds on EGBA’s existing Code of Conduct on Responsible Advertising for Online Gambling, adding specific rules for influencer marketing content. According to EGBA, the pledge “represents a significant step forward in addressing the fast-paced evolution of online marketing, particularly the growing use of influencers in the gambling industry.”
The pledge sets out three key areas.
First, enhanced advertising standards require that content be clear and transparent, with age verification systems to prevent minors from accessing marketing material. In order to make sure that content does not appeal to minors, it also incorporates audience checks and moderation.
Second, influencer selection focuses on partnering only with individuals who adhere to advertising laws and standards. Influencers are encouraged to take training to stay informed of regulatory and self-regulatory requirements.
Third, independent compliance and monitoring guarantee that all influencer content is routinely examined by outside parties and that any content that is not in compliance is promptly eliminated.
All types of influencer content, including social media posts, stories, videos, live streams, and other digital formats, are covered by the pledge. In order to maintain high standards of transparency and protection for minors, EGBA stressed that its members are dedicated to going above and beyond the call of duty.
Maarten Haijer, Secretary General of EGBA, said:
“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. 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.”
EGBA plans to integrate the pledge into members’ marketing practices and to provide guidance and education for influencers on responsible conduct. The framework is intended to make collaborations open, closely watched, and in line with consumer protection objectives.
In order to help identify risky player behaviors and improve prevention measures throughout the industry, the association continues to support larger European initiatives, such as the recently proposed draft EU standards on markers of gambling harm.
Source: SiGMA News
