Operators are “highly compliant” in blocking the exposure of minors to gambling across traditional advertising channels but more work needs to be done across social media. 

This is according to a new report from The European Gaming & Betting Association summarising the assessment of the European Advertising Standards Alliance’s (EASA) monitoring of 120 individual ads from Greece, Spain, Romania and the UK.

Focused on content moderation, managing the exposure of minors and safeguards against minors’ access to gambling content online, the report found members of the EGBA demonstrated high compliance across television advertising and YouTube platforms.

This was through the implementation of measures such as age-limit requirements and restrictions on the use of cartoon characters and celebrities.

However, although adherence to age-limit symbols was noted, the monitoring identified a need for more consistent application of other measures across social media advertising. 

This includes age-gating mechanisms, using technical controls that restrict access to content based on the user’s age, and forward advice notices, statements that the advertising content should not be forwarded to anyone under the minimum gambling age. 

Also under the microscope was influencer marketing in the UK and Spain. The report highlighted the need for “enhanced transparency” through the consistent use of paid marketing disclosures – for example using the #ad hashtag. 

On the room for improvement across social media, Maarten Haijer, Secretary General for the EGBA, commented: “While we’re encouraged by our members’ high compliance rates across traditional media channels, we recognise there’s more work to be done in the social media space.

“At EGBA, we’re dedicated to promoting the highest advertising standards and will continue to work with our members to strengthen compliance with our code across all platforms.”

Advertising under scrutiny across the board

The advertising of gambling is a subject that is constantly under scrutiny in jurisdictions around the world.

Towards the end of last year, the Irish government passed its new Gambling Regulation Bill that included a watershed on gambling advertising between 5.30 am and 9 pm. Meanwhile, Australia’s Labor government is facing pressure from opposition parties to implement similar measures.

Elsewhere, a bill in Argentina was recently passed by the Chamber of Deputies that proposes a complete blackout of advertising across TV, digital and social media platforms.