EGBA’s bold pledge reshapes influencer marketing in online gambling
The European Gaming and Betting Association (EGBA) has launched a significant initiative to promote responsible influencer marketing in online gambling. The Pledge on Responsible Influencer Marketing, introduced by the EGBA, extends its existing code of conduct to digital engagement formats like livestreams and social media posts.
The pledge aims to establish a clear and transparent framework for influencer partnerships within the gambling sector. It encourages gambling operators to rethink their public communication strategies and integrate its principles into their marketing campaigns. Operators endorsing the framework must ensure influencer content complies with laws and meets heightened transparency standards.
Practically, this means operators will likely use audience verification tools and implement stricter partnership vetting processes. The initiative aligns industry behavior with ethical advertising principles, emphasizing accountability and protection. Independent monitoring of influencer marketing activities will be conducted by external organizations to assess compliance. Operators must collaborate with influencers who demonstrate awareness of responsible communication practices and comply with advertising standards.
Maarten Haijer, Secretary General of the EGBA, hailed the pledge as a demonstration of collective responsibility. It aims to create a standard that extends beyond national regulations, harmonizing the framework for the interaction of online gambling operators with digital influencers across Europe.
