EGBA Launches Pledge on Responsible Influencer Marketing
21.10.2025
First-of-its-kind industry pledge establishes enhanced standards for transparency, the protection of minors, and independent monitoring for influencer marketing in Europe’s gambling sector.
Brussels, 21 October 2025 – The European Gaming and Betting Association (EGBA) announces a new comprehensive pledge establishing standards for responsible influencer marketing across Europe’s gambling sector, reinforcing its commitment to promote best practices in responsible advertising and consumer protection throughout the EU.
The Pledge on Responsible Influencer Marketing in Online Gambling was developed in collaboration with the European Advertising Standards Alliance (EASA) and is the first industry-wide set of influencer marketing standards in Europe’s gambling sector. It represents a significant step forward in addressing the fast-paced evolution of online marketing, particularly the growing use of influencers in the gambling industry.
Building on EGBA’s pioneering Code of Conduct on responsible advertising for online gambling (EGBA Code), the pledge sets out additional standards for all influencer marketing content produced on behalf of EGBA members.
A Comprehensive Framework for Responsible Influencer Marketing
The pledge establishes three core pillars designed to ensure the highest standards of consumer protection:
- Enhanced Advertising Standards: The pledge introduces rules and guidelines on enhanced transparency and age-gating mechanisms to prevent minors from accessing influencer marketing content for online gambling. It builds on the EGBA Code’s prohibition of gambling marketing content appealing to minors by introducing content moderation requirements and audience demographic checks.
- Influencer Selection Criteria: EGBA members commit to working exclusively with influencers who have been screened for responsible marketing conduct and who abide by all applicable advertising standards and legislation. EGBA members encourage the use of training programmes to ensure the influencers they work with remain on top of the latest regulatory and self-regulatory developments for advertising.
- Independent Monitoring and Compliance: EGBA members commit to regularly monitor their influencer marketing content by independent entities, and to promptly remove any content that is non-compliant with the pledge.
The pledge applies to all forms of influencer content, including live streams, stories, posts, videos, and any digital content formats.
“As the online advertising landscape continues to evolve, we’re proud to lead the industry with the first comprehensive standards for influencer marketing in Europe’s gambling sector,” said Maarten Haijer, Secretary General of EGBA. “This pledge demonstrates our members’ commitment to responsible advertising and willingness to go beyond regulatory requirements to ensure the highest standards of transparency and minor protection in their influencer partnerships.”
EGBA members represent leading online gambling operators who are licensed and regulated within the EU. The association has been at the forefront of establishing responsible advertising standards across the industry, with the EGBA Code serving as the first pan-European framework for responsible advertising in Europe’s online gambling sector.
The new influencer marketing pledge will be implemented through EGBA members’ marketing practices, with active engagement with influencers to promote awareness of these enhanced standards.
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About EGBA
The European Gaming and Betting Association (EGBA) is the Brussels-based trade association representing the leading online gambling operators established, licensed, and regulated within the EU. EGBA collaborates with national and EU authorities and other stakeholders to foster a well-regulated online gambling market that ensures high consumer protection standards while acknowledging the realities of the internet and evolving consumer preferences. As part of its commitment to safer gambling, EGBA organises and coordinates the annual European Safer Gambling Week, bringing together industry stakeholders to promote safe and sustainable play.
EGBA members adhere to the highest regulatory standards, collectively holding 321 online gambling licences – each licence with its own rigorous compliance requirements – and serving over 30 million customers across 21 European countries. Together, they represent approximately 30% of Europe’s 2024 online gambling gross gaming revenue.
For more information, please contact:
| Vasiliki Panousi | Barry Magee | ||
| Senior Manager of EU Affairs | Director of Communications | ||
