EGBA Introduces Standards for Influencer Partnerships

EGBA Introduces Standards for Influencer Partnerships

The European Gaming and Betting Association (EGBA) has taken a step toward harmonizing how gambling operators across Europe engage with digital audiences. Through its newly introduced Pledge on Responsible Influencer Marketing in Online Gambling, developed in collaboration with the European Advertising Standards Alliance (EASA), the association aims to establish a structured and transparent framework for influencer partnerships within the gambling sector.

This initiative arrives at a time when online communication has undergone a dramatic shift. Social platforms have become central to brand visibility, and influencer-led promotion has transformed how audiences interact with gambling content. The EGBA's pledge represents an effort to establish consistency in this landscape, aligning industry behavior with ethical advertising principles that emphasize accountability and protection.

The pledge extends the association's existing Code of Conduct on Responsible Advertising, which already defines how gambling content should be presented to safeguard minors and vulnerable groups. Now, those principles are being adapted to the realities of modern digital engagement, encompassing livestreams, social media posts, short-form videos, and other interactive formats that dominate online spaces.

At the core of the pledge lies the idea of structured responsibility. Gambling operators that endorse the framework agree to ensure that influencer content is not only compliant with existing laws but also meets heightened standards of transparency. This includes clear identification of promotional material and stricter mechanisms that restrict visibility to underage audiences. The document also calls for closer evaluation of audience demographics and content themes to prevent exposure where it may be inappropriate or misleading.

The pledge goes beyond the advertising content itself by addressing the role of the influencer. Operators are expected to collaborate only with individuals who demonstrate awareness of responsible communication practices and maintain compliance with applicable advertising standards. This adds an extra layer of scrutiny, ensuring that promotional partnerships are built on more than reach or popularity. Influencers, in turn, are encouraged to remain informed about evolving regulations through structured education or training programs supported by the operators they represent.

Equally significant is the inclusion of independent monitoring. Under the new framework, EGBA members will have their influencer marketing activities reviewed by external organizations tasked with assessing compliance. Where irregularities occur, the operators must act swiftly to amend or remove any content that breaches the pledge's conditions. This monitoring process introduces accountability that extends beyond self-assessment, strengthening the reliability of the commitment across the sector.

For the EGBA, this move signifies a recognition of the evolution of online marketing. Traditional advertising boundaries have dissolved, giving way to continuous streams of digital engagement that often blur the lines between personal content and commercial promotion. The association's decision to formalize standards reflects an understanding that maintaining trust in such an environment requires more than regulatory adherence; it requires shared principles that operate across borders and platforms.

Maarten Haijer, Secretary General of the EGBA, emphasized the pledge as a demonstration of collective responsibility rather than a simple compliance measure. His statement highlighted the intention to create a standard that extends beyond national regulations, ensuring that gambling-related influencer activity across Europe operates within a transparent and accountable framework.

This initiative may also have wider implications for how gambling operators manage their public communication strategies. By defining a consistent approach to influencer engagement, the pledge could encourage operators to rethink how they present their products and build partnerships online. It positions transparency not as a constraint, but as a foundation for sustainable communication in an increasingly scrutinized market.

The pledge's practical effect will likely be seen in how gambling brands integrate its principles into campaign planning. Audience verification tools, stricter partnership vetting, and enhanced content moderation practices will become integral to the everyday operations of those aligned with EGBA's framework. While national regulators across Europe continue to shape their own advertising policies, this industry-driven initiative may help reduce inconsistencies between jurisdictions, giving operators a unified guideline that complements local rules.