Reading Time: 2 minutes

The European Gaming and Betting Association (EGBA) announced a new comprehensive pledge establishing standards for responsible influencer marketing across Europe’s gambling sector, reinforcing its commitment to promote best practices in responsible advertising and consumer protection throughout the EU.

The Pledge on Responsible Influencer Marketing in Online Gambling was developed in collaboration with the European Advertising Standards Alliance (EASA) and is the first industry-wide set of influencer marketing standards in Europe’s gambling sector. It represents a significant step forward in addressing the fast-paced evolution of online marketing, particularly the growing use of influencers in the gambling industry.

Building on EGBA’s pioneering Code of Conduct on responsible advertising for online gambling (EGBA Code), the pledge sets out additional standards for all influencer marketing content produced on behalf of EGBA members.

A Comprehensive Framework for Responsible Influencer Marketing

The pledge establishes three core pillars designed to ensure the highest standards of consumer protection:

• Enhanced Advertising Standards: The pledge introduces rules and guidelines on enhanced transparency and age-gating mechanisms to prevent minors from accessing influencer marketing content for online gambling. It builds on the EGBA Code’s prohibition of gambling marketing content appealing to minors by introducing content moderation requirements and audience demographic checks.

• Influencer Selection Criteria: EGBA members commit to working exclusively with influencers who have been screened for responsible marketing conduct and who abide by all applicable advertising standards and legislation. EGBA members encourage the use of training programmes to ensure the influencers they work with remain on top of the latest regulatory and self-regulatory developments for advertising.

• Independent Monitoring and Compliance: EGBA members commit to regularly monitor their influencer marketing content by independent entities, and to promptly remove any content that is non-compliant with the pledge.

The pledge applies to all forms of influencer content, including live streams, stories, posts, videos and any digital content formats.

“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,” said Maarten Haijer, Secretary General of EGBA.

EGBA members represent leading online gambling operators who are licensed and regulated within the EU. The association has been at the forefront of establishing responsible advertising standards across the industry, with the EGBA Code serving as the first pan-European framework for responsible advertising in Europe’s online gambling sector.

The new influencer marketing pledge will be implemented through EGBA members’ marketing practices, with active engagement with influencers to promote awareness of these enhanced standards.

The post EGBA Launches Pledge on Responsible Influencer Marketing appeared first on European Gaming Industry News.

Reading Time: 2 minutes

The European Gaming and Betting Association (EGBA) urged the delegates of national standardisation bodies to approve a landmark European standard on markers of harm in online gambling in the voting process at the European Committee for Standardisation (CEN). The vote, closing on 25 September 2025, represents the culmination of a multi-year collaborative effort that began with EGBA’s original proposal to CEN – the official EU standardisation body – in 2022.

The European standard on markers of harm aims to establish a list of behavioural indicators that, when analysed together, can signal risky or problematic gambling behaviour. These markers – such as changes in speed, time and duration of play – are essential tools for enabling early intervention and harm prevention in the online gambling environment.

A Collaborative European Effort

This standardisation initiative exemplifies the collaborative approach that safer gambling requires. Since development began, the CEN process has brought together experts from across Europe, including academics, gambling regulators, operators, harm prevention professionals and other key stakeholders through their national standardisation delegations. The process has already secured significant support from key stakeholders, including the Gambling Regulators European Forum (GREF).

Addressing a Critical Gap

Currently, while many organisations, including gambling operators, use markers of harm in their safer gambling efforts, there is no commonly agreed framework defining which behaviours constitute markers of harm. This standardisation initiative aims to resolve that critical gap by creating a unified, evidence-based list of behavioural indicators grounded in the latest research and scientific expertise. The standard will enable earlier and more consistent detection of risky play across operators and borders, and help raise the bar on player protection industry-wide.

“The vote represents a milestone moment for safer gambling in Europe. This EGBA-proposed initiative demonstrates precisely the kind of collaboration we need more of – bringing together stakeholders to share knowledge and experiences to create something for the common good. We call on national delegates to approve the important standard, which will contribute to a better understanding of problem gambling behaviour and support more effective harm prevention across Europe,” said Maarten Haijer, Secretary General of EGBA.

If approved, the finalised standard is expected to be published by CEN by the beginning of 2026 at the latest. The standard will be voluntary in nature and online gambling regulators will remain free to decide whether they wish to incorporate it into their national safer gambling frameworks.

The post EGBA Calls for Support for Landmark European Safer Gambling Standard appeared first on European Gaming Industry News.