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.