European Gaming and Betting Association (EGBA) has introduced new rules setting standards for influencer marketing in Europe’s online gambling sector. According to EGBA, the initiative aims to make the industry more transparent, set age-gating mechanisms, and establish independent monitoring.

What’s Changing in Gambling Influencer Marketing?

From now on, gambling operators and influencers must match these requirements:

  • Stricter advertisement standards: marketing content must include clear meaning, age-gating mechanisms and demographic checks so that minors are not exposed;
  • Careful influencer selection: operators are required to partner only with influencers who comply with marketing laws and standards;
  • Independent review and compliance: all influencer campaigns must be regularly monitored by independent experts, inappropriate content must be removed.

The new rules cover all forms of influencer content, from live streams and social stories to sponsored posts and videos.

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Why It Matters

As stated by EGBA, the use of influencers has grown rapidly in the gambling sector, making regulation more complex. By establishing these guidelines, the organization aims to ensure that gambling-related influencer content is safer, more transparent and less likely to reach vulnerable audiences, especially minors. 

For gambling operators, the new rules mark a shift in the sector’s policy: influencer marketing is now treated with the same seriousness as traditional advertising.

What Happens Next

Online gambling operators licensed and regulated across Europe are expected to implement the rules into their marketing practices and influencer partnerships. EGBA plans to monitor compliance and report on progress. 

For influencers working in the gambling space, it means more analysis of the industry, stricter rules and the need to document their compliance.

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