by Marry on May 17, 2020

EGBA new code of conduct to improve gambling environment in EU

Gambling is an essential part of the economic state of the countries. Moreover, it is an important part of the European Union. Yet, different framework and control mechanisms of different countries in the union, make the common regulation framework unsustainable and less efficient. Thus, the European Advertising Standards Alliance (EGBA) is the body responsible for the fair and effective control of the gambling activities within the countries.

A gap analysis conducted by the European Advertising Standards Alliance (EASA) claims that the European Gaming and Betting Association’s (EGBA) code of conduct for gambling advertising could significantly enhance marketing regulations in a number of European markets.

According to the analysis and the commission that has been conducting the research and thus coming out with answers by EGBA, the code is way stricter and way more comprehensive than some country-specific controls. The code is designed and designated for the specific purpose and is designed consequently.

The code, the first pan-European guidelines for gambling advertising, was developed in the context of the EU EU Audio-Visual Media Services Directive and aims to strengthen player protection, in particular the protection of minors.

As such it mandates when adverts can be broadcast and recommends the use of age-screening and age-gating tools to ensure gambling promotions are not seen by underage social media users and viewers.

The EASA’s gap analysis revealed that 13 of 15 European countries assessed had no gambling-specific regulatory or self-regulatory requirements, with no self-regulatory controls in three. Only 12 had actually developed a framework of voluntary and mandatory controls, it found. This means that the citizens of the countries with no regulations had no guarantees for the fair gameplay and consequently could not address responsible gambling, which is an extremely essential platform for all players all love the world. Responsible gambling is one of the most practiced activities within the gambling industry.

Therefore it concluded that EGBA’s code could be implemented in 9 of 15 countries, should local regulations be amended to include its provisions.

With only six countries having set specific legislative rules for protecting minors from exposure to gambling advertising, these countries could benefit from the code’s implementation, EASA added. The lack of social media regulations was even more pronounced, with no specific requirements set in 13 of the 15 countries assessed.

Furthermore, there were no measures for sponsorship in 11 of the 15, with five countries even failing to mandate responsible gambling messaging. Customer complaints, EASA noted, tended to concern bonuses and the portrayal of gambling, both of which were addressed in the code.

“This initial analysis demonstrates how EGBA’s code can already strengthen responsible advertising measures in a number of European countries,” EGBA secretary general Maarten Haijer commented. Thus, this means that the European Union can generally be more attentive towards the gambling industry and pay more attention to the citizens involved in any kind of gambling activity. This also means that the European Union takes particle responsibility for the healthy gambling environment and promotes responsible gambling.

“We’re very pleased that EGBA members are committed to applying the code and demonstrate their commitment to responsible advertising,” he continued. “With its dedicated measures for social media and minor protection, the code will drive industry standards for responsible advertising and help strengthen consumer protection for European citizens.”

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