EASA commends the implementation of gambling advertising regulations.
The European Advertising Standards Alliance (EASA) has approved the new advertising rules set by the European Gaming and Betting Association (EGBA), marking the first pan-European code of conduct for responsible online gambling advertisements, with a focus on the protection of minors.
Ensure safety and player protection
The EASA evaluation of the EGBA's new advertising code found that it could significantly enhance responsible gambling in Europe. The analysis, commissioned by the EGBA, noted that the marketing standards in the code are stricter and more extensive than some of the country-specific regulations in place.
The EGBA introduced new advertising guidelines for responsible gambling in late April, featuring pan-European regulations for the first time. These new rules were developed with guidance from EU audiovisual media service directives. The primary goal is to boost safety and player protection, especially for children and young people.
Some recommended measures for accomplishing this goal include stipulating when gambling advertisements may be broadcast and recommending the use of age rating tools. This ensures that ads are not visible to underage users and viewers on social media. As it stands, different regulations apply in each European country.
Inadequate advertising regulations in some countries
The EASA study found that 13 out of 15 European countries lack gaming-specific regulatory or self-regulatory requirements, while three countries have no self-regulatory measures at all. Fewer than 50% of the countries surveyed have developed a framework of voluntary and mandatory controls.
Given these findings, the study suggests that the EGBA's code could be applied in 9 of the 15 countries, provided that local regulations are updated to include the new provisions. Since only 6 countries have enacted specific legal advertising regulations to protect minors, these countries would benefit tremendously from adopting the rules.
Closing gaps in social media advertising for under-18s
The study also revealed a deep lack of advertising regulations for social media, with no specific requirements identified in 13 of the 15 nations surveyed. Additionally, 11 countries lack sufficient measures for sponsorship, and 5 countries have not established responsible gambling advertising as a prerequisite.
EASA flagged customer complaints primarily regarding casino bonus offers and game presentations. Both issues are addressed in the new advertising code. According to EGBA's Secretary General Maarten Haijer: "We're delighted that our members have agreed to apply the code, showing their commitment to responsible advertising. The measures on social media and the protection of minors will raise industry standards for responsible advertising across Europe and help strengthen consumer protection."
First pan-European advertising code for online gambling
The guidelines are part of the first-ever pan-European advertising code for online gambling. The aim of these measures is to complement the existing regulatory and self-regulatory framework for online gambling advertising in Europe. The new code will apply to all EGBA members, such as Bet365, Betsson, GVC Holdings, William Hill, and Kindred Group.
Additionally, the new code applies to all online gambling companies licensed in the European Union (EU), the European Economic Area, and the United Kingdom. EGBA plans to enforce and monitor adherence to these regulations, as well as promote responsible gambling advertising during the COVID-19 pandemic. Haijer stated: "We're thrilled to present the EGBA Code of Conduct for Responsible Gambling Advertising. Advertisements are essential for informing consumers about regulated websites and keeping them away from unscrupulous black market sites. We encourage all gambling companies to sign up to the code."
Call for high industry standards
In response to the COVID-19 crisis and the growing popularity of online gambling, EGBA advocated for the highest industry standards across Europe in early April, publishing a catalog of stricter marketing requirements. Prohibited practices included ads with "Covid-free" or similar slogans, as well as ads that referenced coronavirus-induced challenges. The agency also demanded better monitoring of player behavior while ensuring all respectable online casinos promote safe gambling products and deposit limits. The EGBA's efforts were widely praised across the industry, with support from the UK Betting and Gaming Board, the Association Française des Opérateurs de Jeu en Ligne (AFJEL), and the Portuguese Associação Portuguesa de Apostas e Jogos Online (APAJO). All of these national associations intend to apply the guidelines shortly.
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Source: www.onlinecasinosdeutschland.com
