EGBA Introduces Pledge for Responsible Influencer Marketing
The European Gaming and Betting Association (EGBA) has unveiled a new pledge designed to ensure responsible influencer marketing across Europe’s online gambling industry. The initiative aims to enhance transparency, protect minors, and promote ethical partnerships between gambling operators and content creators.
Strengthening Transparency and Player Protection
The pledge gives gambling companies clear guidance for working with influencers while setting rules to improve transparency and audience protection. It expands on the existing EGBA Code of Conduct on Responsible Advertising by adding stronger measures, such as making marketing content clearly identifiable and keeping it out of reach of minors. The guidelines cover all influencer activities, including live streams, social media posts, and sponsored videos.
The pledge also aims to prevent exposure to young audiences through better targeting and strict age-gating tools. It encourages moderation in advertising to avoid misleading or excessive messages. EGBA members use these principles to align their marketing with European consumer protection goals. The pledge could become a model for responsible influencer marketing across the digital entertainment sector. This framework highlights the growing need for harmonized advertising practices in a market where social media plays a major role in audience engagement.
Monitoring, Training, and Compliance Standards
The pledge calls on gambling operators to collaborate only with influencers who follow ethical and legal advertising rules. It promotes regular training to keep influencers informed about new self-regulatory and legal requirements. Independent monitoring will help ensure that influencer content stays compliant with the code. If issues arise, operators must act quickly and remove any non-compliant material.
Maarten Haijer said:
“This pledge demonstrates our members’ commitment to responsible advertising and willingness to go beyond regulatory requirements to ensure the highest standards of transparency and minor protection in their influencer partnerships.”
EGBA members will implement the pledge through close cooperation with influencers to raise awareness and accountability in marketing practices. Over time, the initiative aims to harmonize standards across Europe and strengthen public trust in the online gambling sector. It also reflects the industry’s effort to balance marketing innovation with social responsibility in a rapidly evolving digital environment.
