The European Gaming and Betting Association (EGBA) has introduced what it describes as the first industry-wide standards for influencer marketing in the European gambling sector, developed in partnership with the European Advertising Standards Alliance (EASA)
The pledge establishes three requirements for member operators amid growing use of influencers to promote online gambling services. The initiative expands on EGBA's existing Code of Conduct on responsible advertising for the industry.
Enhanced advertising standards form the first requirement, mandating transparency measures and age-gating mechanisms to prevent minors from accessing gambling-related influencer content. This includes content moderation and audience demographic verification, building on existing prohibitions against marketing that appeals to underage users.
The second requirement establishes influencer selection criteria, obligating EGBA members to work exclusively with content creators who have been screened for responsible marketing practices and comply with applicable advertising regulations.
Independent monitoring and compliance represent the third requirement. Member operators commit to regular reviews of their influencer marketing content by external entities and must remove any material found non-compliant with the pledge standards.
The standards apply across all content formats, including live streams, social media posts, videos, and other digital channels. EGBA members, which represent licensed operators within the European Union, will implement the pledge through their marketing operations. The association did not specify enforcement mechanisms or penalties for non-compliance.
Maarten Haijer, EGBA Secretary General, said: "As the online advertising landscape continues to evolve, we're proud to lead the industry with the first comprehensive standards for influencer marketing in Europe's gambling sector.
"This pledge demonstrates our members' commitment to responsible advertising and willingness to go beyond regulatory requirements to ensure the highest standards of transparency and minor protection in their influencer partnerships."
The move comes as regulators across European markets increase scrutiny of gambling advertising on social media platforms, particularly content that may reach younger audiences.
EGBA recently approved Europe's first standard on "markers of harm," aimed at harmonising early detection of risky gambling behaviour across markets
