Austria: Transition from State Monopoly to Online Gambling Licensing

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