The European Gambling and Betting Association (EGBA) has been at the forefront of promoting responsible advertising within the online gambling sector. In collaboration with the European Advertising Standards Alliance (EASA), EGBA initiated a comprehensive monitoring endeavor during the Euro 2020 football tournament to assess the efficacy of its responsible advertising code.
Overview of Monitoring Efforts:
EGBA commissioned EASA to oversee the monitoring process, which involved the collection and advertisements from EGBA members in Greece, Romania, Ireland, and Sweden. A total of 1,240 adverts were scrutinized to assess compliance with the responsible advertising code. Nielsen, a reputable data analytics firm, collaborated with EASA to ensure the robustness and reliability of the monitoring process.
Key Findings and Recommendations:
The monitoring findings underscored the effectiveness of the EGBA code as a foundation for responsible advertising practices within the online gambling industry. However, it also identified areas for improvement to enhance the code’s efficacy further. Specifically, recommendations were made regarding the clarity of responsible gambling messages in adverts, explicit mention of legal age requirements, provision of forward advice notices, and implementation of age-gating mechanisms on social media platforms.
Industry Response and Progress:
Maarten Haijer, Secretary General of EGBA, expressed satisfaction with the monitoring results and applauded the progress made by EGBA members in promoting responsible advertising. He acknowledged the constructive feedback provided by EASA and emphasized the importance of continuous improvement in advertising standards. Haijer urged other operators to align with the EGBA code and contribute to elevating responsible advertising practices across the industry.
Call to Action:
As the online gambling industry prepares for major events such as the upcoming World Cup, there is a pressing need for heightened vigilance and adherence to responsible advertising principles. Failure to prioritize responsible advertising may result in increased regulatory scrutiny and advertising restrictions, which could impede the industry’s growth and reputation. Therefore, stakeholders must collectively prioritize responsible advertising practices to ensure the sustainability and integrity of the online gambling sector.
The monitoring of advertising practices within the online gambling industry offers valuable insights into the efficacy of existing regulatory frameworks and industry initiatives. While the EGBA code serves as a commendable foundation for responsible advertising, continuous efforts are required to address areas of improvement identified through comprehensive monitoring and stakeholder feedback. By prioritizing responsible advertising practices, industry stakeholders can foster trust, transparency, and sustainability in the online gambling sector, ultimately benefiting both consumers and the industry at large.