The European Gaming & Betting Affiliation (EGBA) has launched an all-new pledge which establishes requirements for accountable influencer advertising and marketing throughout the playing sector.
The framework consists of three core pillars which is able to apply to all types of influencer content material, together with reside streams, tales, posts, movies, and any digital content material codecs.
We're happy to have launched the Accountable Influencer Advertising in On-line Playing Pledge.
This pledge will likely be carried out by way of EGBA members’ advertising and marketing practices.
Learn extra: https://t.co/1D0ZS8VBUZ
1/3 #InfluencerMarketing #ResponsibleAdvertising pic.twitter.com/iifrEFvWTY
— EGBA (@EUgambling) October 21, 2025
One of many main components of the pledge is the ‘Enhanced Promoting Requirements’ class, which introduces guidelines and pointers on transparency and age-gating mechanisms to stop minors from accessing influencer advertising and marketing content material for on-line playing.
The Pledge on Accountable Influencer Advertising in On-line Playing was created in collaboration with the European Promoting Requirements Alliance (EASA) and is the primary industry-wide set of influencer advertising and marketing requirements in Europe’s playing sector.
The commerce affiliation says this marks “a big step ahead in addressing the fast-paced evolution of on-line advertising and marketing, significantly the rising use of influencers within the playing {industry}.”
What does the EGBA pledge on accountable influencer advertising and marketing embody?
The ‘Enhanced Promoting Requirements’ part goals to construct on the EGBA Code’s prohibition of playing market content material interesting to minors by introducing content material moderation necessities and viewers demographic checks.
One other pillar is the ‘Influencer Choice Standards’ which is the place EGBA members are to decide to working solely with influencers who’ve been screened for accountable advertising and marketing conduct and who abide by promoting requirements and laws.
The members of the affiliation are urged to make use of coaching packages to make sure the influencers they work with stay on high of the newest regulatory and self-regulatory developments for promoting.
The ultimate core pillar is ‘Impartial Monitoring and Compliance’ whereby EGBA members decide to recurrently monitoring their influencer advertising and marketing content material by unbiased entities and to promptly take away any content material that’s non-compliant with the pledge.
The Secretary Common of EGBA, Maarten Haijer, defined extra concerning the introduction of the pledge: “Because the internet advertising panorama continues to evolve, we’re proud to steer the {industry} with the primary complete requirements for influencer advertising and marketing in Europe’s playing sector.
“This pledge demonstrates our members’ dedication to accountable promoting and willingness to transcend regulatory necessities to make sure the very best requirements of transparency and minor safety of their influencer partnerships.”
Featured Picture: AI-generated through Ideogram
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