EGBA Introduces New Standards for Influencer Marketing in Gambling

Influencer marketing continues to play a major role in online gambling promotion across Europe, especially as brands rely more on social media, streaming platforms, and creator-driven engagement. To address rising responsibilities in responsible gambling advertising, the European Gaming and Betting Association (EGBA) has introduced a new pledge focused on ensuring influencer content meets higher standards.

Good to Know

• Applies to licensed EGBA member operators within the European Union
• Sets new expectations for influencer partnerships and campaign oversight
• Includes independent monitoring to assess compliance

The pledge was created together with the European Advertising Standards Alliance (EASA) and reflects the European gambling regulation environment that continues to evolve as more marketing shifts to social and digital spaces. EGBA members will apply the guidelines across live streams, short-form video, social content, and long-term influencer collaborations.

The framework builds on EGBA’s existing Code of Conduct for Responsible Advertising, while extending its scope to influencer activity, where younger audiences and age-safe gambling promotion are a key concern.

EGBA Secretary General Maarten Haijer 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.”

Three Key Elements of the Pledge

1. Enhanced advertising standards

The pledge introduces strengthened transparency and audience age-verification mechanisms to help ensure minors are not exposed to gambling-related influencer content. It includes demographic checks and moderation processes to support consumer protection in online betting.

2. Influencer selection criteria

Operators can only collaborate with influencers who meet responsible marketing expectations and follow relevant online gambling marketing standards in their region. The pledge encourages training to help influencers stay aware of legal and self-regulatory requirements.

3. Independent monitoring and compliance

Campaigns will be reviewed by independent third-party organizations. Any influencer content that does not meet the pledge guidelines must be removed promptly.

FAQ

Does the pledge apply to all gambling companies?

It applies to EGBA members, but non-members are encouraged to adopt it as a best-practice framework.

How do influencers need to comply?

Through audience age checks, clear messaging, and awareness of responsible gambling rules in their region.

What if content violates the pledge?

The content must be removed, and future collaboration may be reviewed.

Is the pledge enforceable by law?

It is voluntary but designed to complement national and EU-level regulation.

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