The European Union Intellectual Property Office (EUIPO) conducted a study revealing a substantial reduction in advertising from major gambling brands on so-called “IPR-infringing” websites in 2021. Despite an overall increase in online advertising across all sectors, gambling ads saw a significant decrease, prompting both acknowledgment and calls for further action from industry stakeholders.
Trends in Gambling Advertising:
The study, analyzing online advertising on IPR-infringing websites and apps within the EU, unveiled noteworthy trends. In particular, there was a 55% decrease in gambling ads from major brands, contrasting with a 26% rise in overall advertising volume. The drop in gambling ads accelerated from 2020, underscoring a positive trend in combating this issue.
Impact of Reduction:
The decline in gambling advertisements on IPR-infringing platforms is a welcomed development, reflecting efforts by major gambling brands to exercise responsible advertising practices. However, it’s crucial to acknowledge that gambling still constitutes a significant portion, comprising 25% of all advertising impressions on these websites. This underscores the ongoing need for vigilance and concerted action to address this issue comprehensively.
Industry Response and Calls for Action:
The European Gaming and Betting Association (EGBA) expressed satisfaction with the decline in gambling ads on infringing platforms but emphasized the importance of sustained efforts. EGBA called upon gambling operators and advertising affiliates to assume responsibility in ensuring that their advertising practices align with regulatory standards and ethical considerations. Moreover, EGBA highlighted its collaboration with the European Commission and other stakeholders to mitigate IPR-infringing online advertising, signaling a commitment to ongoing cooperation and advocacy in this area.
The reduction in gambling advertisements on IPR-infringing websites signifies progress in combating unethical advertising practices within the gambling industry. However, there remains a need for continued vigilance and collaboration among stakeholders to further mitigate the prevalence of such ads. By adhering to responsible advertising standards and working closely with regulatory bodies, the industry can contribute to a safer and more transparent online advertising landscape.