Key Moments:
- The European Gaming and Betting Association (EGBA), in collaboration with the European Advertising Standards Alliance (EASA), has launched the industry’s first influencer marketing rules.
- In addition, the new guidelines call for strict audience checks, exclusive partnerships with compliant influencers, and continuous independent monitoring.
- Furthermore, the European Committee for Standardization (CEN) approved plans to develop a unified gambling harm marker standard, scheduled for completion in early 2026.
Influencer Marketing Gets Stricter Controls
Leading companies across Europe’s online gambling sector have unanimously adopted new influencer marketing protocols. These measures aim to boost transparency and limit gambling content exposure among minors. The EGBA spearheaded the framework, creating the first comprehensive rulebook for influencer engagement in the sector. It developed these standards jointly with EASA.
Details of the New Standards
To clarify, the new framework focuses on three key areas. First, gambling operators must apply stricter advertising standards. These include precise age verification, active audience checks, and safeguards to prevent exposure to underage users. Second, EGBA members are required to select influencers who demonstrate a strong understanding of responsible promotional practices, and to provide training that equips influencers with up-to-date legal and ethical standards. Third, external independent monitors will consistently scrutinize influencer content, ensuring that inappropriate material is swiftly taken down.
Industry Commitment to Responsible Promotion
Maarten Haijer, secretary general of EGBA, stated: “Online advertising keeps changing, and we want to lead, not follow. These new standards show we’re serious about doing things right—being open about what we’re promoting, and protecting minors from gambling content.”
Progress Toward Pan-European Safer Gambling Guidelines
Beyond influencer marketing, EGBA expressed strong support for CEN’s decision to proceed with a new continent-wide standard on gambling harm markers. The proposal, which has garnered approval from national standards bodies throughout Europe, is viewed as a major advancement in safeguarding players. According to the announcement, the finalized standard is scheduled for completion by early 2026, after which it will be available for adoption by European gambling authorities and operators.
| Initiative | Description | Expected Timeline |
|---|---|---|
| Influencer Marketing Standards | Comprehensive rules for content transparency, age safeguards, and influencer compliance | Implemented upon announcement |
| Europe-wide Gambling Harm Marker Standard | Unified markers for detecting gambling-related harm across Europe | Projected ready by early 2026 |
- Author
Daniel Williams
