EGBA’s responsible advertising code gathers momentum with Norwegian group’s endorsement

The Norwegian online gambling association endorses EGBA’s new code of conduct for responsible advertising.

BRUSSELS/OSLO, 11 June 2020 – The Norwegian association for online gambling (NBO) has today officially endorsed EGBA’s new European code of conduct on responsible advertising for online gambling, becoming the fourth national gambling association[1] to endorse the code. NBO will now promote the code to its members and encourage them to sign up to it.

Maarten Haijer, Secretary General, EGBA:

“Norway is one of the few remaining European countries which maintain an exclusive state-owned gambling monopoly and its approach to regulating gambling needs a fundamental rethink. When this happens, companies should be ready to enter the market in a responsible and sustainable way, and NBO’s commitment to responsible advertising is an important step to ensuring this. The responsible advertising code is part of EGBA’s commitment to raise standards and make gambling even safer and we urge other online gambling associations and companies to join us to make this a reality.”

Carl Fredrik Stenstrøm, Secretary General, NBO:

“In the online world, customers do not follow borders and neither do products. That’s why we need to move away from the monopoly in Norway, re-regulate the market to provide more consumer choice and make the country’s gambling regulation fit for the digital realities of the 21st century. When NBO was founded a year and a half ago, the founding members established an advertising code of conduct that all members need to follow. We are proud to reinforce this commitment with our endorsement of EGBA’s pan-European efforts to raise the standards for gambling advertising.”

EGBA’s code is the first pan-European initiative for gambling advertising and leads the way in responsible standards for advertising, introducing essential consumer protection measures for responsible advertising content and social media. The code applies to EGBA members and other online gambling companies who sign up to it, and its application will be monitored by an independent third party. A recent analysis found the code to complement and reinforce the existing regulation of gambling advertising in European countries and, in several countries, the code’s measures are stricter than existing national rules.

[1] NBO joins the national gambling associations in Belgium, Denmark, and the Netherlands in endorsing EGBA’s code.


About NBO

NBO is the association of private online gambling companies in Norway and promotes the introduction of an open and responsible multi-licensing system for regulating online gambling in Norway. NBO works together with all stakeholders to achieve a gambling regulation which is responsible, achieves a high degree of channelling and a fully functioning online gambling market, for the benefit of players, companies and the public alike. Its members include Betsson Group, Comeon, Gaming Innovation Group (GiG) and Kindred Group.


About EGBA

The European Gaming and Betting Association (EGBA) is the Brussels-based trade association representing the leading online gaming and betting operators established, licensed and regulated within the EU, including bet365, Betsson Group, GVC Holdings PLC, Kindred Group PLC, and William Hill PLC. The Swedish Trade Association for Online Gambling (BOS) is an affiliate member of EGBA. EGBA works together with national and EU authorities and other stakeholders towards a well-regulated online gambling market which provides a high level of consumer protection and takes into account the reality of the digital economy and consumer demand. Today, EGBA’s member companies together have more than 16.5 million customers in Europe.

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Barry Magee

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