The European Gaming and Betting Association (EGBA) has provided evidence to the European Commission’s recent call for evidence on its upcoming EU Action Plan on Fighting Online Fraud – an initiative to reduce online fraud across different economic sectors in the EU through strengthened coordination and cross-border cooperation. The submission urges coordinated EU action to tackle fraudulent gambling sites and apps that exploit the reputation of legitimate operators.

Supported by documented evidence, the submission highlights how fraudsters systematically impersonate licensed gambling operators to deceive consumers across Europe. The evidence includes examples of fraudulent websites using domain names that mimic or closely resemble legitimate operators, illegal gambling apps distributed through Google Play and Apple App Store, phishing campaigns impersonating licensed brands and social media advertising that drives users towards real-money apps, based outside of the EU, that are disguised as games.

These types of fraud expose players to risks of identity theft, financial loss and unsafe gambling environments where well-established safeguards offered by regulated operators, like self-exclusion, do not exist. EGBA members report that across Europe fraudulent domains and applications frequently reappear shortly after takedown, creating ongoing consumer exposure despite continuous monitoring, takedown notifications and repeated enforcement actions.

Illegal operators now capture an estimated 27% (worth approximately €18 billion) of Europe’s total online gambling market gross gaming revenue in 2025. The submission addresses the risks posed by offshore operators, based outside the EU, who deliberately increase consumer risk by falsely claiming to hold gambling licenses granted by countries in the EU, misrepresenting their regulatory status and disguising gambling products as games. These fraud patterns are closely linked to the rapid expansion of unregulated illegal platforms in Europe that threaten both consumers and legitimate operators.

The Commission’s Action Plan on Fighting Online Fraud is planned for adoption in the second quarter of 2026.

Dr Ekaterina Hartmann, Director of Legal and Regulatory Affairs at EGBA, said: “The evidence we’ve gathered shows how fraudsters are systematically exploiting the trust consumers place in the licensed gambling environment, putting European consumers at risk and allowing the illegal online gambling market to grow. From fake websites and fraudulent apps to phishing campaigns and social media scams, these threats reappear as quickly as they’re taken down. Fragmented national approaches to these types of fraud are not enough – we need coordinated EU-level action to ensure consumers and legitimate operators aren’t left fighting an uphill battle against fraud.”

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The European Gaming and Betting Association (EGBA) is pleased to announce the launch of the official European Safer Gambling Week 2025 (ESGW25) website, available at www.safergambling.eu, marking an important milestone in preparations for this year’s initiative, which will take place from 17-23 November 2025.

The new website serves as a central hub, offering information about the initiative and sharing important resources for both players and industry stakeholders. It features several dedicated sections designed to support player protection and encourage participation in the initiative:

• Support Resources – A comprehensive help page listing helplines and support services across European countries, including contact information for national helplines and self-exclusion systems. Players can find confidential support in their local language.
• Events Programme – The growing agenda of conferences, workshops, and webinars taking place throughout the week, covering key topics in player protection. Stakeholders can register for events and view the full programme.
• Safer Gambling Tips – Guidance for players, including warning signs to watch for, practical tips to stay in control, and the core safer gambling messages that form the foundation of this year’s initiative.

Join This Year’s Initiative

Now in its fifth year, ESGW25 brings together stakeholders across Europe’s gambling sector in a common mission to promote safe and sustainable play. Last year’s edition brought together 195 organisations from 26 countries, reaching 3.1 million people with important safety messages through a coordinated social media campaign, educational events, and stakeholder collaboration.

Get Involved

Operators, regulators, support organisations, trade associations, technology providers, and other sector stakeholders are invited to participate in ESGW25. Campaign graphics are available in 27 languages and can be requested through the website. For the full events agenda and information on how to get involved, visit www.safergambling.eu.

The post EGBA Rolls Out Interactive Site for European Safer Gambling Week appeared first on European Gaming Industry News.

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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.

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