EGBA ad code secures major media endorsement

6 July 2020

The European Gaming and Betting Association's (EGBA) pan-European advertising code has secured a major endorsement from a non-industry body, with the European Association for TV and Radio Sales Houses (EGTA) throwing its weight behind the standardised best practice blueprint.

The code, which was first published in April this year, has been designed to complement and strenghten existing, country-specific legislation, by providing a self-regulatory model for operators to adopt. EGBA claims it is the first code of its kind, setting out measures on content moderation, minor protection, social media marketing, sponsorship arrangements and responsible gambling messaging and campaigns.

It is now being backed by the EGTA, which comprises members tasked with commercialising advertising space for both public and private TV and radio broadcasters throughout Europe. As a backer of the code, EGTA will promote it to members, encouraging them to adhere to its terms. 

“Advertising is essential to inform the consumer of the websites which are regulated and steer them away from rogue black-market websites," EGBA secretary general Maarten Haijer said. "But advertising is how the gambling sector is visible to the outside world and it should be responsible and protect consumers, particularly minors.”

“We welcome EGTA’s support for the code, the engagement of the media sector is extremely valuable for the success of this initiative and we look forward to liaising with egta members to promote the code further.”

The code already applies to all EGBA members and is open for signature by online gambling companies licensed in the European Union, European Economic Area and UK.

So far, the code has been endorsed by operator associations in countries such as Belgium, Denmark, the Netherlands, Norway and Portugal.

A gap analysis of its terms conducted by the European Advertising Standards Alliance (EASA) in May concluded that it would significantly enhance regulations set out in a number of key territories on the continent.