EGBA Calls for Stricter Age Restrictions in Gambling-Related Social Media Ads
The European Gaming and Betting Association (EGBA) has urged for enhanced age restrictions in social media gambling advertisements following a monitoring review of its responsible advertising code. The assessment, conducted by the European Advertising Standards Alliance, identified areas where stronger protections for minors are needed, particularly on digital platforms.
Reviewing Compliance Across European Markets
The review analyzed 120 gambling advertisements from EGBA members across Greece, Spain, Romania, and the UK. It covered multiple platforms, including YouTube, television, websites, and social media. Completed in December 2024, the assessment found that while many ads adhered to existing regulations, there was room for improvement in social media advertising practices.
One of the key recommendations was the introduction of more consistent age-gating mechanisms to prevent underage users from accessing gambling-related content. The review also highlighted the need for clear advisory notices warning that gambling-related content should not be shared with individuals below the legal gambling age in their respective countries.
Strong Compliance in TV and YouTube Advertising
Despite the concerns surrounding social media, the review found that EGBA members demonstrated “high compliance” with advertising regulations on television and YouTube. These platforms were commended for implementing effective safeguards, including age-verification measures and restrictions on the use of celebrities or cartoon characters in gambling ads.
Additionally, an evaluation of influencer marketing in Spain and the UK indicated that most promotions adhered to content moderation guidelines. However, the review called for greater transparency in sponsored content, recommending that paid advertisements be clearly marked with disclosures such as the #ad hashtag.
Commitment to Responsible Advertising
EGBA reaffirmed its commitment to responsible advertising practices, stating that the review’s findings will help refine and enhance its advertising code.
“EGBA and its members will continue to advocate for responsible advertising practices across the entire European gambling sector,” the organization stated.
Maarten Haijer, EGBA’s Secretary General, emphasized that while compliance levels remain strong in traditional media, further improvements are needed in digital advertising.
“Our members’ commitment to responsible advertising and minor protection is evident, but more work is required to enhance social media safeguards,” Haijer said.
EGBA has been actively pushing for stronger industry-wide standards in recent years. In December 2022, the organization submitted a proposal to establish standardized markers for gambling harm across Europe. More recently, EGBA highlighted the growing presence of unlicensed operators in Austria, advocating for a shift away from the country’s gambling monopoly in favor of a multi-license system.