EGBA introduces first pan-European pledge for responsible influencer marketing in gambling
Table of contents
- EGBA launches industry-wide pledge to set responsible influencer standards in online gambling.
- New guidelines prioritise transparency, minor protection, and independent content monitoring.
- Collaboration with EASA marks Europe’s first unified influencer marketing framework for the sector.
The European Gaming and Betting Association (EGBA) has announced a comprehensive pledge to establish responsible influencer marketing standards across Europe’s online gambling sector.
The initiative was launched on 21 October 2025 in Brussels, reflecting EGBA’s drive for best practice and elevated consumer protection standards throughout the European Union.
New rules for advertising and minor protection
The pledge, developed in partnership with the European Advertising Standards Alliance (EASA), is the first of its kind across Europe’s gambling industry. It introduces a structured approach to enhance transparency and safeguard minors.
All influencer activity, including live streams, social media posts, and sponsored content, now requires clear age-gating mechanisms and content moderation, ensuring marketing material does not appeal to young or vulnerable audiences.
EGBA members commit to regular independent monitoring of influencer content, with swift removal of non-compliant material. Companies are instructed to collaborate only with influencers who comply with strict advertising laws, with routine training to keep all parties informed about new legal requirements.
“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,” said Maarten Haijer, Secretary General of EGBA.
A step toward unified European standards
EGBA has been a leader in creating responsible gambling practices, and the new pledge expands on its earlier pan-European Code of Conduct on responsible advertising. The aim is to harmonise marketing practices, building public trust and aligning with EU consumer protection goals.
Training modules and closer cooperation between gambling operators and influencers form part of the implementation, which seeks to make promotional collaborations transparent, ethical, and compliant with both national and EU regulations. The framework covers all types of content, including newer formats such as stories and live streaming.
Forward impact on operators and regulators
EGBA’s initiative is set to influence other digital sectors and gaming markets, encouraging harmonised standards and accountability in influencer marketing. Operators are likely to see increased reputational benefit by aligning with the pledge, while regulators may leverage the model to inform future policy development and cross-border cooperation.
As digital marketing continues to evolve, the EGBA pledge represents a proactive effort to balance innovation with robust consumer protection, setting new benchmarks for ethical industry conduct.
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