An independent monitoring process has shown that the European Gaming and Betting Association (EGBA) responsible advertising code is “a solid foundation for responsible advertising”, but in some areas it is recommended to be clearer. I am.
The European Advertising Standards Alliance, a pan-European advertising organization, with the support of the media analytics business Nielsen, monitored 1240 ads from EGBA members to determine the success of EGBA’s responsible advertising code. Monitoring took place during Euro 2020 and targeted four countries: Greece, Romania, Ireland and Sweden.
The EGBA code was introduced in 2020 to protect minors by taking specific measures regarding the appearance of gambling ads, not broadcasting ads during programs for minors, and age restrictions on social media profiles. It contains. In addition, the Code states that operators should not sponsor activities that have a predominant appeal to minors, providing responsible gambling messages and guidance for campaigns.
Based on that oversight, the EASA has determined that the code is “a solid foundation for responsible advertising” and stated that EGBA members have already adhered to most of the measures contained in the code. However, EGBA noted that these results do not necessarily mean that EGBA has approved the code.
But it also demanded certain improvements. In particular, he said the requirement to include responsible gambled messages in ads could be made clearer.
“We are pleased with the results of our monitoring and the progress our members have made in promoting responsible advertising,” said Marten Heijr, EGBA Executive Director. “We appreciate EASA’s critical and constructive approach. Advertising is an essential tool and responsible for letting the public know which gambling operators are licensed and regulated. You can do it.
“We encourage other operators to sign up for the code and participate in efforts to raise responsible advertising standards. The industry is encouraged to engage in responsible measured advertising, especially at the World Cup later this year. You need to take it seriously, otherwise the pressure on ad restrictions will continue to grow. “
