The European Gaming and Betting Association (EGBA) has unveiled the first-ever industry-wide code of conduct for influencer marketing in online gambling. The goal is to enhance transparency, protect minors, and establish unified standards for EU operators.
Who It Affects
🔵 The rules apply only to licensed EGBA member operators
🔵 EGBA is not a government regulator but sets an industry standard that national authorities may adopt
🔵 The standards cover all influencer content — streams, stories, posts, and videos
What Changes
🔴 Introduction of age filters and mandatory ad labeling
🔴 Cooperation only with verified and trained influencers
🔴 Independent content monitoring, with violations subject to removal — the rules complement the existing EGBA Code of Conduct on Responsible Advertising
Practical Impact on Operators
🔵 Increased compliance and influencer verification costs
🔵 Longer campaign approval processes
🔵 Reduced risk of fines and content bans
Why It Matters
Influencers are a key marketing channel for the gambling industry, especially among younger audiences. Previously, only operators were regulated — now the standards extend to those promoting gambling brands on social media.
Key Takeaways
🔴 The new EGBA standards increase accountability for both operators and influencers
🔴 Content becomes safer, particularly for underage audiences
🔴 Companies must balance marketing goals with transparency and player protection
🔴 The rules could become a foundation for an EU-wide approach and a model for markets beyond Europe
🔵 The rules apply only to licensed EGBA member operators
🔵 EGBA is not a government regulator but sets an industry standard that national authorities may adopt
🔵 The standards cover all influencer content — streams, stories, posts, and videos
What Changes
🔴 Introduction of age filters and mandatory ad labeling
🔴 Cooperation only with verified and trained influencers
🔴 Independent content monitoring, with violations subject to removal — the rules complement the existing EGBA Code of Conduct on Responsible Advertising
Practical Impact on Operators
🔵 Increased compliance and influencer verification costs
🔵 Longer campaign approval processes
🔵 Reduced risk of fines and content bans
Why It Matters
Influencers are a key marketing channel for the gambling industry, especially among younger audiences. Previously, only operators were regulated — now the standards extend to those promoting gambling brands on social media.
Key Takeaways
🔴 The new EGBA standards increase accountability for both operators and influencers
🔴 Content becomes safer, particularly for underage audiences
🔴 Companies must balance marketing goals with transparency and player protection
🔴 The rules could become a foundation for an EU-wide approach and a model for markets beyond Europe