European Operators Agree Industry-First Standards for Gambling Influencer Marketing
European gambling operators have unveiled the first industry-wide standards aimed at regulating influencer marketing across the sector.
LISTEN TO THIS ARTICLE:The European Gaming and Betting Association (EGBA), working with the European Advertising Standards Alliance (EASA), published a Pledge on Responsible Influencer Marketing in Online Gambling designed to set common rules for influencers, live streams, social posts and other digital content tied to betting and gaming. The initiative, announced from Belgium, is intended to update and extend the EGBA’s existing Code of Conduct on responsible advertising to address new risks created by rapidly evolving online marketing techniques.
Related: Influencers in New Zealand Warned over Promoting Gambling Ads
Industry Unites Behind Responsible Influencer Standards
The pledge rests on three central commitments. First, enhanced advertising standards require greater transparency about commercial relationships and the introduction of age‑gating and audience screening measures to reduce the likelihood that marketing reaches under‑18s. The EGBA says this builds on its longstanding prohibition on content that appeals to minors by adding specific moderation requirements and demographic checks for influencer audiences.
Second, members will adopt stricter influencer selection criteria. Signatory companies have pledged to engage only with creators who have been screened for past conduct, who demonstrate awareness of advertising rules and who agree to comply with both legal obligations and industry self‑regulation. The pledge encourages operators to provide or require training programmes so influencers can keep up with the latest regulatory and self‑regulatory developments across European markets.
Third, the agreement mandates independent monitoring. EGBA members will subject influencer campaigns to regular third‑party review and will remove content deemed non‑compliant in a timely manner. The EGBA also commits to publishing more information about how influencers are selected, monitored and sanctioned when breaches occur.
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.
Industry sources say the pledge is a voluntary step intended to harmonise practices across jurisdictions where national rules vary widely. Regulators in several EU member states have already taken enforcement action against problematic gambling influencer content, citing risks such as covert sponsorships, excessive promotion of bonus offers and insufficient audience controls.
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Standardisation Vote Advances Player Protection
Alongside the pledge, the EGBA welcomed a positive vote by the European Committee for Standardisation (CEN) in favour of a proposed European standard on gambling harm markers. A strong majority of national standardisation bodies supported the draft, which the EGBA and consumer groups have framed as an important milestone for player protection. The final standardisation work is expected to conclude by early 2026, after which regulators and operators can adopt the measure on a voluntary basis.
While the new influencer pledge and the CEN vote represent notable industry movement, compliance experts say the real test will be in implementation. Effective age gating on fast‑moving platforms such as live streaming sites and ephemeral social content remains technically and operationally challenging, they note, and independent monitoring will need clear benchmarks and transparency to reassure policymakers and consumer groups.
For operators, the pledge offers a framework to reduce regulatory risk and reputational fallout; for regulators and consumer advocates, it establishes a reference point for future enforcement and standard‑setting. Whether the initiative curbs harmful promotional practices will depend on sustained application across member companies and on how national authorities respond when breaches occur.
Enforcement and Compliance Outlook
Adoption of the pledge is voluntary, but it comes amid a heightened regulatory focus on gambling advertising across Europe. Expect closer scrutiny from national gambling authorities, continued calls for clearer labelling of sponsored content, and pressure for interoperable technical solutions for audience verification. Industry observers say independent audits, publicly available compliance reports and cooperation with standardisation bodies such as CEN and trade groups, including EASA, will be critical to turning the pledge from guidance into practice.
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