EGBA Members Assess Minor Protection Advertising Measures in Latest Code Monitoring
24.02.2025
The latest monitoring exercise of EGBA’s pan-European responsible advertising code found high compliance among EGBA members with minor protection measures in traditional advertising channels, while identifying areas for improvement on social media.
Brussels, 24 February 2025 – The European Gaming and Betting Association (EGBA) has released a summary of findings from the second monitoring exercise of the association’s pan-European responsible advertising code, conducted by the independent European Advertising Standards Alliance (EASA). Following the first monitoring exercise in 2022,[1] this latest assessment focused on minor protection measures, revealing strong compliance in traditional advertising channels while identifying areas for improvement in social media.
The monitoring exercise, concluded in December 2024, assessed 120 individual advertisements from EGBA members across multiple platforms including television, YouTube, websites, and social media channels in four selected markets: Greece, Spain, Romania, and the UK. Self-Regulatory Organisations (SROs)[2] in these markets assessed the compliance of the advertisements with the EGBA code and national regulatory and self-regulatory requirements, focusing particularly on content moderation, managing exposure of minors, and safeguards against minors’ access to gambling content online.
The results demonstrated high compliance among EGBA members in television advertising and YouTube platforms, with successful implementation of key minor protection measures such as age-limit requirements and restrictions on the use of celebrities and cartoon characters. Social media advertising showed strong adherence to age-limit symbol requirements, but the monitoring identified a need for more consistent application of age-gating mechanisms[3] and forward advice notices[4] across members’ social media profiles.
The assessment of influencer marketing practices of two EGBA members, in Spain and the UK, revealed strong compliance with content moderation and appeal restrictions, while highlighting the need for enhanced transparency through consistent use of paid marketing disclosures (e.g. using an #ad hashtag).
EGBA and its members will use the monitoring results to further enhance the effectiveness of the code and will continue to advocate for responsible advertising practices across the entire European gambling sector. As part of this commitment, we continue to invite operators who are not members of EGBA to sign up to the code.
“This latest monitoring exercise demonstrates our members’ commitment to responsible advertising and minor protection,” said Maarten Haijer, Secretary General, EGBA. “While we’re encouraged by our members’ high compliance rates across traditional media channels, we recognise there’s more work to be done in the social media space. At EGBA, we’re dedicated to promoting the highest advertising standards and will continue to work with our members to strengthen compliance with our code across all platforms.”
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Further information:
[1] EGBA Members Make Responsible Advertising Progress With First Code Monitoring Exercise, EGBA (2022).
[2] Self-Regulatory Organisations (SROs) are independent bodies that oversee and enforce advertising standards at national level.
[3] Age-gating mechanisms are technical controls that restrict access to content based on the user’s age.
[4] Forward advice notices are clear statements that the advertising content should not be forwarded to anyone under the minimum age for gambling in the country of viewing.
About EGBA
The European Gaming and Betting Association (EGBA) is the Brussels-based trade association representing the leading online gambling operators established, licensed, and regulated within the EU — including bet365, Betsson, Entain, Evoke, Flutter, Kindred Group, LeoVegas, and Superbet — while Aircash and Sumsub are associate members. EGBA works together with national and EU authorities and other stakeholders towards a well-regulated and well-channelled online gambling market which provides a high level of consumer protection and takes account of the realities of the internet and online consumer demand.
EGBA’s members meet the highest regulatory standards and together hold 267 online gambling licenses, serving 32.5 million customers across 22 different European countries. They represent approximately one-third of Europe’s online gambling gross gaming revenue (GGR).