EGBA Members’ Advertising to be Monitored

By | June 11, 2021

The latest news in the gambling industry informs that the Belgium-based gambling association will commit to the responsible advertisement throughout the events of EURO 2020.  

Members of the European Gaming and Betting Association (EGBA) should adhere to the Code of Conduct on ethical advertising while running marketing operations during the major football event. The trade association issued the guidance in April of 2020.

An independent body, the European Advertising Standards Alliance (EASA), will also supervise the advertising campaigns launched by the EGBA members during the EURO 2020 Championship. Furthermore, the US-based analytical firm Nielsen will assist EASA in monitoring the content of the advertisements.

At the end of the period, the Gaming and Betting Association will produce detailed research on the topic with practical suggestions on improving the EGBA’s set of rules of responsible behaviour.

Maarten Haijer, the General Secretary of EGBA, has noted that all legal gambling markets should comply with the ethical advertisement code, as it is enforced all across Europe.

Kindred presents software for safe betting

Global gambling company Kindred is a perfect example of a socially responsible gambling operator. The firm has recently announced a launch of new software for safer gambling, taking a further step towards reaching its “no revenue from harmful gambling by 2023” goal.

The Bettor Time app is a useful tool for detecting unhealthy gambling behaviour. Its unique machine learning algorithms have been developed by a mental health software expert, Zaftry Intelligence, and help to track changes in players’ behaviour and identify potential gambling addicts. Moreover, the app provides valuable tips on tackling gambling problems and notifies users of the time spent on gambling platforms.

The EASG is responsible for managing the data collected by the app and will use it in further studies.

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