EGBA Wants Improved Age Restriction for Social Media Ads

The Brussels-based trade association that represents leading online gambling operators, the European Gaming and Betting Association (EGBA), has called for stricter age restrictions in gambling-related social media advertisements following a monitoring review of its pan-European responsible advertising code. 

More Age-Gating Mechanisms Needed

The review, conducted by the independent European Advertising Standards Alliance, analyzed 120 ads from EGBA members across Greece, Spain, Romania, and the UK, spanning platforms like YouTube, TV, websites, and social media.

The assessment, completed in December 2024, identified areas for improvement in social media advertising. 

One key recommendation was that EGBA members implement more consistent age-gating mechanisms and forward advice notices in their social media ads. 

The review emphasized the need for technical controls that restrict access to gambling ads based on the viewer’s age, as well as more explicit warnings that social media content should not be shared with anyone below the legal age for gambling in the viewer’s country.

“High Compliance” With TV and YouTube Ad Rules

Despite the areas that could use some improvements, the EGBA concluded that its members showed “high compliance” with TV and YouTube advertising regulations. 

These platforms were praised for the successful implementation of minor protection measures, such as age-limit requirements and restrictions on the use of celebrities or cartoon characters in gambling ads.

The review also assessed the impact of influencer marketing in Spain and the UK, finding strong compliance with content moderation and appeal restrictions. 

However, it called for more transparency in using paid marketing disclosures, such as the use of an #ad hashtag, to ensure clearer identification of promotional content.

EGBA Will Keep Lobbying for Responsible Practices

EGBA’s statement emphasized its unaltered commitment to implementing responsible advertising practices while expressing plans to use monitoring results to refine the effectiveness of its advertising code. 

“EGBA and its members will continue to advocate for responsible advertising practices across the entire European gambling sector,” the statement read.

EGBA’s secretary general, Maarten Haijer, explained the recent monitoring exercise proves their “members’ commitment to responsible advertising and minor protection.”

Haijer went on to say that while the “high compliance rates across traditional media channels” are encouraging, “more work” needs to be done in the social media space.

The secretary-general also reiterated the organization’s dedication to promoting the highest advertising standards, with a focus on improving compliance across all platforms.

In December 2022, EGBA submitted a proposal looking to create standard markers for gambling harm on the European continent.

At the end of last year, the same trade association emphasized the fast-growing black market in Austria as proof of the shortcomings of their system. 

The organization asked Austria to give up its monopoly setup and embrace a modern system based on several licenses.