EGBA calls for greater age restrictions in gambling social media ads 

The European Gaming and Betting Association (EGBA) has called on its members to show a “more consistent application of age-gating mechanisms and forward advice notices” for social media ads.

The drive comes after the trade body conducted a monitoring exercise of its pan-European responsible advertising code. 

This was carried out by the independent European Advertising Standards Alliance (EASA) and concluded in December 2024.

Under the review, 120 individual advertisements from EGBA members across Greece, Spain, Romania and the UK were assessed by the organisation.  

The adverts in question spanned YouTube, TV, websites and social media platforms.  

Areas of improvement for EGBA members included adding more technical controls that restrict access to content based on the user’s age when advertising on social media.  

Members were also advised to include clearer statements emphasising that social media advertising content should not be forwarded to anyone under the minimum age for gambling in the country of viewing. 

However, the EGBA did note “high compliance” from members with regards to advertising on TV and YouTube,

The Brussels-based group said there was “successful implementation of key minor protection measures including age-limit requirements and restrictions on the use of celebrities and cartoon characters”.

Despite the recommendations for social media advertising, the organisation also praised a strong adherence to age limit symbol requirements from members.  

When looking at Spain and the UK, the EGBA assessed the impact of influencer marketing in the two regions.  

The trade body’s assessment revealed strong compliance with content moderation and appeal restrictions, while also highlighting the need for enhanced transparency through consistent use of paid marketing disclosures – such as using an #ad hashtag. 

An EGBA statement read: “EGBA and its members will use the monitoring results to further enhance the effectiveness of the code and will continue to advocate for responsible advertising practices across the entire European gambling sector.

“As part of this commitment, we continue to invite operators who are not members of EGBA to sign up to the code.” 

Maarten Haijer, secretary general for the EGBA, added: “This latest monitoring exercise demonstrates our members’ commitment to responsible advertising and minor protection. 

“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.”