EGBA members reconfirm commitment towards responsible advertising

European Gaming and Betting Association’s members have reconfirmed their commitments towards responsible advertising during the UEFA EURO 2020 by ensuring that their compliance with EGBA’s code of conduct on responsible advertising is closely monitored by an independent body during the rescheduled football competition.

Monitoring of the EGBA’s pan-European code of conduct on responsible advertising for online gambling has begun, and will start by testing the compliance of EGBA’s member companies with the code during the EURO 2020, during which gambling advertising will be particularly visible. It will be conducted by Nielsen, an independent third-party monitoring body with specialization in advertising tracking, which will review the advertising content of EGBA members across TV, social media and digital advertising mediums in 4 specific EU countries: Greece, Romania, Sweden, and Ireland. EGBA has requested the European association of advertising authorities, the European Advertising Standards Alliance (EASA) to provide an analysis of the monitoring results which may include recommendations to support compliance with and the overall effectiveness of the code.

“EGBA members are committed to advertising in a socially responsible way, even more so during prominent events like the EURO 2020 football championships. EGBA’s responsible advertising code puts this commitment into action and independent third-party monitoring of the code will support both compliance and trust in the code, commented Marteen Haijer, EGBA’s Secretary General.