Social networks: the EGBA wants to restrict gambling ads
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27 Feb 2025 •
Reading time: 3 minutes On 25 February 2025, the European Gaming and Betting Association (EGBA) issued an urgent call for tighter age restrictions on gambling-related advertising on social networks. This initiative follows an in-depth evaluation of its responsible advertising code, carried out by the European Advertising Standards Alliance (EASA). The main objective is to close the current loopholes and better protect minors from exposure to gambling-related promotional content.
Analysis of advertising practices in Europe
The evaluation covered 120 gambling advertisements from EGBA members, broadcast in countries such as Greece, Spain, Romania and the United Kingdom. These ads were examined on a variety of platforms, including YouTube, television, websites and social networks. Although many of the ads complied with the regulations in force, the study revealed areas requiring improvement, particularly with regard to advertising practices on social networks.
Recommendations for stronger measures
Among the key recommendations of the evaluation is the introduction of more rigorous age mechanisms to prevent underage users from accessing gambling-related content. The study also stresses the importance of displaying clear warnings, advising against sharing such content with individuals under the legal gambling age in their respective countries.
Social networking platforms play a key role in the distribution of advertising, and must also take some responsibility for putting in place effective protection measures. Some technology companies have already integrated age filtering tools, but these mechanisms need to be strengthened and standardised at European level. For their part, gambling operators also have a responsibility to ensure that their campaigns comply with strict standards for the protection of minors.
Despite concerns about social networks, the evaluation found that EGBA members show ‘high compliance’ with advertising regulations on platforms such as TV and YouTube. These channels were praised for their effective safeguards, including age verification systems and restrictions on the use of celebrities or animated characters in gambling ads.
Commitment to responsible advertising
The EGBA reaffirms its commitment to responsible advertising practices, stating that the findings of this evaluation will be used to refine and improve its advertising code. Maarten Haijer, Secretary General of the EGBA, stressed that while compliance levels are strong in traditional media, further efforts are needed to strengthen protections on digital platforms.
‘Our members’ commitment to responsible advertising and minor protection is evident, but more work is required to enhance social media safeguards,’ he said.
What are the consequences for operators?
If the EGBA’s recommendations are implemented, gambling operators will have to adapt their marketing strategies. This could include stricter age controls before displaying advertising, a ban on using images or messages that could attract a young audience, and greater transparency in communicating the risks associated with gambling.
These adjustments could lead to additional costs for companies, but they would also strengthen their credibility as responsible players in the online gambling industry. In the long term, more ethical advertising could also boost consumer and regulator confidence.
Recent EGBA initiatives
In recent years, the EGBA has actively promoted higher standards across the industry. In December 2022, the organisation proposed the establishment of standardised markers to identify gambling risks across Europe. More recently, the EGBA has highlighted the growing presence of unlicensed operators in Austria, calling for a transition from the country’s gambling monopoly to a multi-licensing system. The organisation also called for greater use of advanced technologies, such as artificial intelligence and data analysis, to identify and restrict the dissemination of advertising that unintentionally targets minors. These efforts are part of an overall drive to make the online gambling market safer and more transparent.