European Gambling Operators Set Standards for Influencer Marketing
The European Gaming and Betting Association (EGBA) has introduced the first industry-wide standards for responsible influencer marketing within Europe’s gambling sector. Developed in partnership with the European Advertising Standards Alliance (EASA), this initiative aims to address the rapid evolution of online marketing fueled by increasing influencer participation.
Purpose and Development
The Pledge on Responsible Influencer Marketing in Online Gambling builds upon the EGBA’s existing Code of Conduct for responsible advertising in online gambling. It expands to cover all influencer marketing content formats, such as live streams, stories, posts, videos, and other digital media.
Core Principles of the Pledge
- Enhanced Advertising Standards: Introduce clearer transparency requirements and age-gating mechanisms to protect minors from exposure to gambling-related influencer content.
- Cover a broad range of influencer marketing formats to ensure consistent application across various digital platforms.
- Promote responsible practices among online gambling operators engaging with influencers.
The pledge is intended as the first industry-wide set of influencer marketing standards in Europe’s gambling sector.
This initiative reflects the association’s commitment to evolving marketing practices and promoting safer gambling environments online.
Author's Summary
The EGBA’s new pledge establishes crucial standards for influencer marketing, emphasizing transparency and protection to foster responsible gambling promotion across Europe’s digital landscape.