GVC, the global sports betting and gaming group, has welcomed the publication today of the first pan-European code of conduct for responsible advertising for online gambling by the European Gaming and Betting Association (“EGBA”). The code’s broad scope introduces essential standards for advertising content across all media platforms, including dedicated measures for social media.
With a particular focus on ensuring the protection of minors, the new code is designed to complement and strengthen existing legal and self-regulatory frameworks for online gambling advertising in EU/EEA countries and the UK. It follows yesterday’s (27 April 2020) announcement by the UK’s Betting and Gaming Council (“BGC”) that major operators, including GVC, will cease broadcast gaming product advertising in the UK for the duration of the nation’s COVID-19-related lockdown.
The code applies to EGBAs members and is open for signature by online gambling companies licensed in the EU/EEA and UK, as well as other gambling associations and representation bodies of the media sector. It is EGBA’s intention to ensure that compliance with the code is monitored and enforced by an independent third-party.
Specific measures within the code cover:
Content moderation – guidance on what is permitted within gambling advertising
Protection of minors – including age-gatingon the social media profiles of gambling brands to ensure minors do not have access
Measures to limit sponsorship arrangements – a ban on sponsoring of activities which have a predominant appeal to minors
Responsible gambling messaging and campaigns
The code sets long-term standards for gambling advertising content in Europe and complements EGBA’s more immediate efforts to promote responsible gambling advertising during the COVID-19 outbreak.
Commenting on the announcement, Martin Lycka, the Group’s Director of Regulatory Affairs, said:
“We are pleased to support the introduction of the new advertising code which supports our ongoing efforts to improve standards industry-wide and only ever promote gambling in a responsible manner.”
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