The European Gaming and Betting Association (EGBA) has launched the first-ever code of conduct for influencer marketing in online gambling. It sets new continent-wide standards for how gambling brands collaborate with influencers.
Developed in partnership with the European Advertising Standards Alliance (EASA), the framework aims to ensure that gambling-related content remains transparent, compliant, and age-appropriate. This is to keep minors firmly out of the audience reach.
Why the Change Now?
Influencer marketing has rapidly become a dominant force in online gambling promotion. It spans Twitch streams, TikTok videos, YouTube reviews, and Instagram partnerships. Recognizing the growing impact and potential risks, the EGBA saw the need to formalize ethical and legal boundaries across digital platforms.
The new guidelines expand upon EGBA’s existing advertising code, introducing stricter criteria for audience targeting, influencer selection, and content monitoring.
What’s in the New Rules?
The updated code outlines three key commitments for operators and their marketing partners:
1. Stricter Advertising Controls
Operators must now implement enhanced age-gating and content filters to prevent gambling promotions from appearing in feeds accessible to minors. They are also required to verify audience demographics and actively moderate influencer content.
2. Responsible Influencer Partnerships
Only influencers who demonstrate a clear understanding of responsible marketing practices can collaborate with EGBA members. Additionally, operators must provide training to ensure influencers comply with local laws and ethical advertising standards.
3. Ongoing Oversight and Accountability
Independent watchdogs will conduct regular reviews of gambling-related influencer content. Any material breaching the guidelines must be removed immediately, reinforcing transparency and industry credibility.
“Online advertising keeps changing, and we want to lead, not follow,” said Maarten Haijer, Secretary General of EGBA. “These new standards show we’re serious about doing things right—being open about what we’re promoting, and protecting minors from gambling content.”
Strengthening Europe’s Safer Gambling Framework
This initiative complements broader European efforts to promote safer gambling practices. The EGBA also endorsed the European Committee for Standardization’s (CEN) upcoming framework on harm markers. This framework was approved by national standards bodies earlier this year.
The new CEN standard—expected by early 2026—will provide operators and regulators across Europe with a unified benchmark. It helps in identifying and responding to signs of gambling-related harm.
Together, these developments highlight the EGBA’s goal of setting higher ethical standards. They ensure Europe’s gambling industry continues to evolve responsibly in the digital age.
