Key Moments:
- The second day of European Safer Gambling Week 2025 examined the critical role of trust in gambling advertising.
- The European Gaming and Betting Association (EGBA) introduced an influencer pledge with enhanced standards and independent monitoring.
- Industry leaders highlighted the need for proactive self-regulation to avoid restrictive regulations and maintain public trust.
Industry Scrutiny Intensifies Around Responsible Advertising
The latest session of European Safer Gambling Week 2025 brought together leading voices to evaluate whether gambling companies are dedicating sufficient attention to responsible advertising. Dr Maris Catania moderated a panel discussion with Tudor Manda from the European Advertising Standards Alliance (EASA) and Vasiliki Panousi from the European Gaming and Betting Association (EGBA), delving into how self-regulation and updated codes of conduct can ensure advertising transparency, honesty, and trustworthiness.
Frameworks for Self-Regulation and Codes of Conduct
Tudor Manda highlighted that responsible advertising should go beyond simply adhering to regulations. “In EASA’s world, every ad should be legal, decent, honest and truthful.” While illegal advertising faces sanctions, the critical work lies within the space between legality and brand ambition. National bodies, supported by the International Chamber of Commerce’s global code, develop supplementary rules focusing on taste, decency, social responsibility, youth appeal, and misleading claims, adapting these rules to each local context.
Manda noted that European self-regulatory organizations receive approximately 55,000 complaints annually, about half of which concern online advertising and a substantial portion relating to influencer content. In recent EASA surveys, gambling was among the sectors most scrutinized by regulators and policymakers.
Vasiliki Panousi underscored that gambling marketing operates under distinct challenges due to its age restrictions, risk of harm, and sensitive political context. Citing the EGBA’s Code of Conduct on Responsible Advertising for Online Gambling, first established in 2020, she described the significance of ongoing independent monitoring with national advertising bodies, stating, “self regulation has no worth” without it. The new influencer pledge further strengthens these standards, particularly in the area of influencer marketing where risks of youth exposure are higher.
Key Pillars of EGBA’s Influencer Pledge
The EGBA’s new influencer pledge aims to set clear boundaries for how gambling brands collaborate with influencers, particularly those who appeal to younger audiences. The pledge consists of three main pillars:
| Main Pillar | Key Requirements |
|---|---|
| Enhanced Standards for Content and Disclosure |
|
| Stricter Influencer Selection |
|
| Independent Monitoring and Corrective Action |
|
Best Practices for Internal and External Compliance
The discussion emphasized that responsible advertising requires integration at every stage of the marketing process, not just as an afterthought. Among the suggestions for operators and suppliers:
- Treat trust in advertising as a core strategic asset, involving all relevant teams throughout campaign development.
- Establish proactive relationships with national advertising self-regulatory agencies and leverage copy advice or pre-clearance services for higher-risk campaigns.
- Align influencer agreements with EGBA’s pledge and periodically verify influencer audience demographics.
Addressing the Risks of Youth Appeal
The session made it clear that influencer marketing in gambling comes with substantial responsibility. Brands were advised to:
- Require transparent disclosure practices in multi-market campaigns
- Consistently monitor influencer demographics
- Avoid creative choices that might inadvertently target underage audiences, regardless of their effectiveness with young adults
Conclusion: The Value of Proactive Self-Regulation
Speaker commentary reinforced that trust, once lost, is challenging to regain. The insights shared during European Safer Gambling Week 2025 underscored the importance of discipline, thoroughness, and collaboration in maintaining public and regulatory confidence. Both the EASA and EGBA pressed the industry to embed responsible advertising practices at every level and to remain vigilant to evolving digital risks and expectations.
- Author
Daniel Williams
