The European Lottery and Billing Association (EGBA) has recently joined the European Advertising Standards Alliance (EASA) to publish the Gambling Industry’s Impactor (Webred) Marketing Standards – The Online Lottery Responsible Impact Marketing Commitment. This is the first industry-wide marketing regulation for the European lottery industry.
The Association of Lottery Operators indicated that this was intended to respond to the rapid development of online marketing, particularly the growing influence of the lottery industry. The new standard, based on the EGBA Code of Conduct for Responsible Advertising for Online Lottery, adds norms for all forms of influence marketing content, including live, dynamic, post, video, etc. The commitment establishes three pillars: Enhanced advertising guidelines:Develop rules and guidelines to promote transparency and establish age-bargaining mechanisms to prevent minors from being exposed to the influence of lottery. On the basis of the existing ban on the attraction of young people for the sale of games, new content clearance requirements and audience demographic verifications have been introduced. Impact screening criteria:EGBA members are committed to working only with those affected through responsible marketing conduct audits and compliance with all applicable advertising regulations, and encourage training programmes to ensure that those affected by cooperation keep up to date with regulatory developments. Independent monitoring and compliance mechanisms:The member ‘ s influencer ‘ s marketing content will be regularly monitored by third-party agencies, with a commitment to remove any non-compliance in a timely manner.
“As the online advertising environment continues to evolve, we are proud to lead the industry in the development of the first global impact marketing standards in the area of European lottery. This demonstrates the commitment of members to responsible advertising and their determination to go beyond regulatory requirements to ensure that those involved work together to meet the highest standards of transparency and protection of minors.” During the same period, EGBA announced that the European Committee for Standardization (CEN) had voted in favour of its proposed draft European standard for the “blanket hazard marker”. The support of most national standardization agencies has made the standard a European player protection milestone and the final development process is expected to be completed by early 2026, at which time voluntary adoption standards will be provided to all Eurobot regulators and operators.
