The European Gaming and Betting Association (EGBA) has announced a commitment to establish new guidelines for ethical influencer marketing in the European gambling sector.
The commitment, which was made public by Brussels on October 21st, 2025, intends to strengthen best practices with an emphasis on independent oversight, transparency, and the protection of minors.
In addition to the EGBA’s already-existing Code of Conduct on responsible marketing, the pledge — created with input from the European Advertising Standards Alliance (EASA) — is the first coordinated framework for influencer activity in European gambling.
The new guidelines address the rapidly changing online marketing environment as gambling operators employ digital influencers more frequently.
The pledge tightens regulations to make sure advertising doesn’t reach children or encourage dangerous behaviour.
It covers all types of influencer content, including livestreams, posts, stories and videos.
New Standards and Industry Impact
Members are urged by EGBA’s pledge to establish three fundamental pillars for each influencer collaboration.
First, strict age-gating and explicit transparency are necessary under enhanced advertising regulations to prevent marketing from reaching minors.
In order to strengthen safeguards against exposure to minors, the framework also incorporates demographic and content moderation checks.
Second, all influencers that EGBA members work with must undergo a pre-screening process for ethical marketing practices. Members must also receive continual training to stay current on advertising laws and regulatory changes.
Ensuring compliance and promoting moral marketing strategies are the goals of this step.
Third, every influencer campaign will be independently monitored on a regular basis, and any content that is not in compliance will be promptly eliminated.
Customers and regulators are reassured by this measure that marketing standards are consistently maintained.
Maarten Haijer, Secretary General of EGBA, remarked: “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.”
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