EGBA Redefines Advertising for EU Jurisdictions with New Code

Published May 22, 2020 by Lee R

EGBA Redefines Advertising for EU Jurisdictions with New Code

Priorities for advertising across Europe have never been clearer than the EGBA's new guidelines.

A landmark development in regulation has taken place, much more than industry stakeholders may at first realize.

Historic Ad Protections

The new code for responsible advertising posted by The European Gaming and Betting Association (EGBA) not only provides new levels of protection for children, but represents the first pan-European code applicable to more than one jurisdiction.

Uniform Pan-European Code

The implication is a coded method for applying jurisdictional adaptation across multiple regulation models in Europe, which has major ramifications for integrating subsequent iGaming regulation more uniformly and more rapidly in the future as well.

Responsible Advertising Redefined

Entitled the “Code of Conduct on Responsible Advertising for Online Gambling,” the new standards for advertising content apply across all media platforms, with specific measures dedicated to social media.

Organizational Goal

With a mandate to bolster existing legal and self-regulatory frameworks for online gambling advertising across Europe, the EGBA is engaged in a greater mission of promoting responsible gambling during the coronavirus outbreak for all EGBA members.

The Guidelines

The new EGBA code guidelines cover specific components of advertising practice and procedure including what gambling advertising should and shouldn’t look like; prevention of minors seeing any gambling ads during broadcasts, prevention of any sponsoring targeting youth; and age-gating gambling brand profiles on social media to ensure children don’t have access.

EGBA Spokesperson Speaks

EGBA Secretary General Maarten Haijer redefined the goals and permissions of gambling advertising as well, calling advertising "essential to inform the consumer of the websites which are regulated and steer them away from rogue black-market websites.”


Mr. Haijer's reframe is significant in establishing a greater purpose of advertising, as guiding consumers towards regulated and safe advertising. Advertising is a tool which is meant to protect as well as to serve, a newly priority which the EGBA is successfully integrating into multiple jurisdictions within EU at the same time in the new code.

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