From screen to stream: EGBA report shows uneven minor protection in gambling ads
This article first appeared in Spanish on 25 February 2025.
The commitment to responsible advertising is one of the main concerns of the European iGaming industry. has sought to consolidate a regulatory framework that ensures the protection of minors and the ethical promotion of gambling. Their latest monitoring exercise has shed light on both strengths and weaknesses in the industry’s advertising practices. While television and YouTube ads meet high standards for protecting minors, social media still represents a loophole for inappropriate conduct.
Disparities in responsible advertising
The study, conducted by the , evaluated 120 advertisements from EGBA-affiliated operators in four key markets: Greece, Spain, Romania, and the United Kingdom. The assessment covered traditional media such as television and digital platforms, including YouTube, websites, and social media.
Results confirmed a high compliance rate on television and YouTube, where ads respect child protection measures, such as age restrictions and the prohibition of animated characters or celebrities that might appeal to minors. “This latest monitoring demonstrates our members’ commitment to responsible advertising and minor protection,” stated Maarten Haijer, Secretary General of EGBA.
However, the story is different on social media. Operators comply with incorporating age restriction symbols in their posts. Still, they fail to implement age-gating mechanisms and forward advice notices, which should prevent content from being accessible to minors.
Influencers and social media advertising: a critical point
EGBA found that sponsored content respects moderation norms and restrictions on child appeal, but it needs greater transparency in disclosing paid content.
The increase in influencer marketing has transformed how brands reach audiences, and the online gambling sector is no exception to this trend. However, regulating this practice remains a grey area. In countries like Spain, the Directorate General for the Regulation of Gambling (DGOJ) has strengthened controls on influencer advertising, requiring operators to ensure transparency in their campaigns.
The challenge of regulation vs innovation
While traditional media have well-established regulations, social networks remain a space for trial and error. Minors’ access to gambling content remains a critical point on platforms like TikTok and Instagram, where advertising segmentation is often not enough to prevent unwanted exposure.
According to EGBA, the next step is strengthening compliance on these platforms and encouraging the adoption of uniform advertising standards across Europe. “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,” assured Haijer.
Invitations to regulate the industry in the digital world
EGBA has invited operators outside its organisation to adopt its responsible advertising code. As sector regulation becomes stricter in several European countries, digital advertising practices will likely be scrutinized more.
The challenge for operators is clear: improve oversight on social networks, optimise age restriction mechanisms, and ensure transparency in their digital marketing strategies. With increasing attention from regulators and governments on advertising in the gambling sector, there is no room for error in a changing industry.
What’s at stake is the industry’s credibility and ability to operate in an increasingly regulated environment. Technological innovation presents challenges and opportunities in regulating minors’ access to online gambling platforms. New technologies offer more sophisticated solutions for age verification and preventing unauthorised access. Modern parental control tools allow for more effective supervision, while advanced age verification systems protect minors without compromising adult anonymity. These technological measures, education, and awareness, promote a safer and more responsible digital environment. Ultimately, collaboration between technology and regulation could ensure a protected digital future for younger generations.
