Europe’s Gambling Operators Set New Influencer Marketing Standards
The aim is clear: ensure influencer content is transparent, legally compliant, and, crucially, keeps under-18s out of the equation.
Europe’s leading gambling operators have agreed on a landmark framework for influencer marketing in online gambling. The European Gaming and Betting Association (EGBA) unveiled the new rules—the first of their kind in the sector—developed in partnership with the European Advertising Standards Alliance (EASA).
The aim is clear: ensure influencer content is transparent, legally compliant, and, crucially, keeps under-18s out of the equation.
Responding to a rapidly evolving market
Influencer marketing has become ubiquitous in online gambling, appearing across live streams, TikTok stories, YouTube videos and other social media channels. EGBA recognised the need for stronger safeguards and has expanded its existing Code of Conduct to cover all digital formats, providing more detailed guidance on acceptable practices.
Key changes
The new standards focus on three main areas:
Stricter advertising rules: Operators must clearly identify the target audience, apply tighter age-gating, monitor content, and avoid appeals to younger viewers.
Responsible influencer selection: EGBA members are now required to work only with influencers who understand responsible marketing, providing training to ensure compliance with legal and ethical standards.
Enhanced oversight: Independent watchdogs will regularly review influencer content and remove any material that breaches the rules.
Maarten Haijer, EGBA secretary general, said:
“Online advertising keeps changing, and we want to lead, not follow. These new standards show we’re serious about doing things right—being open about what we’re promoting, and protecting minors from gambling content.”
A wider push for safer gambling
The initiative forms part of a broader effort to improve player protection. EGBA also welcomed the European Committee for Standardization’s (CEN) approval of a new Europe-wide standard on gambling harm markers. Supported by national standards bodies, the standard aims to provide regulators and operators with clear guidance on identifying and mitigating gambling-related harm. It is expected to be finalised by early 2026.
