EGBA Establishes New Guidelines for iGaming Influencers

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egba establishes new guidelines for igaming influencers

Introduction

Influencer marketing has become deeply embedded in the iGaming world. Streaming platforms, social‑media posts, and video content are increasingly leveraged by operators and affiliates to reach new audiences. But with that opportunity comes risk: concerns about transparency, under‑age exposure, misleading promotion and weak oversight are growing.

In response, the EGBA has introduced a new voluntary pledge designed to set higher standards for influencer marketing in online gambling. This marks a significant step toward responsible, future‑facing promotional practices.

What’s Behind the Initiative?

The EGBA’s new “Pledge on Responsible Influencer Marketing in Online Gambling” was launched on 21 October 2025.

It was developed in collaboration with the European Advertising Standards Alliance (EASA) to deliver an industry‑wide framework for influencer content across Europe’s online gambling sector.This is the first such framework of its kind in the European gambling industry. 
The decision to act now reflects two major pressures:
  • The rapid growth of influencer‑led content, which can amplify reach but also amplify risk if not properly managed.
  • The regulatory and public expectation that gambling marketing should be conducted responsibly, with particular care around minors, transparency and consumer protection.

Key Elements of the Pledge

The pledge is built around three core pillars:

1. Enhanced advertising standards

  • Operators and influencers must ensure marketing content is clearly identifiable as advertising/paid promotion.
  • Age‑gating and demographic controls must be in place to minimise minor exposure.
  • Content should avoid appealing to minors and should not make misleading claims or exaggerate outcomes.

2. Influencer selection criteria

  • EGBA members commit to working only with influencers who meet responsible marketing standards (including legal/compliance screening). 
  • Training programs are encouraged to keep influencers up to date with regulatory and self‑regulatory obligations.

3. Independent monitoring and compliance

  • Influencer content must be monitored regularly by independent or third‑party bodies for compliance with the pledge.
  • Non‑compliant material must be removed promptly, and corrective action taken.
  • The pledge covers all forms of influencer content, including live streams, social posts, stories, videos and other digital formats.

Why This Matters

For operators, affiliates and influencers alike, this pledge matters for several reasons:
  • Reputation: Adhering to higher standards of transparency and responsibility helps boost credibility in a highly‑regulated sector.
  • Regulatory risk mitigation: Even though the pledge is voluntary, it may help organisations demonstrate proactive commitment to responsible advertising ahead of regulatory scrutiny.
  • Operational clarity: Influencer marketing is fast‑moving; having a standardised framework helps clarify expectations and responsibilities between operators and influencers.
  • Protecting vulnerable audiences: By prioritising age‑gating, demographic checks and training, the framework helps reduce the risk that under‑age or vulnerable players are exposed to inappropriate content.

What It Doesn’t (Yet) Do

  • It is voluntary: The pledge is not a legally binding regulation but a self‑regulatory initiative by EGBA members.
  • It applies to EGBA members and their influencer partnerships in Europe; operators outside that membership or region may not yet be bound by it.
  • Implementation and enforcement details are still evolving—how monitoring, audits, reporting and corrective action will work in practice remains to be seen.
  • It does not replace national/local regulation: Operators will still need to comply with the legal/regulatory marketing rules in each jurisdiction.

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Implications for Stakeholders

  • Operators and brands: Must review and potentially redesign influencer contracts, ensure influencers receive proper training, implement audience controls and monitoring.
  • Influencers: Need to be aware of legal/compliance obligations, ensure transparency in disclosures, and avoid partnerships that compromise responsible standards.
  • Affiliate programmes/marketing teams: Need to align with the operator’s responsible‑marketing strategy, ensure their influencer partners are compliant, monitor campaign content.
  • Regulators and policymakers: The pledge may serve as a benchmark or baseline for future legally binding rules or sector codes.
  • Players/consumers: The ultimate beneficiaries—better transparency, fewer inappropriate exposures, clearer promotional content.

Conclusion

In a sector where marketing methods are evolving rapidly, the EGBA’s new pledge on responsible influencer marketing signals a meaningful shift. It not only raises the bar for what influencer content should look like in online gambling—but also affirms a commitment to transparency, the protection of minors, and ongoing oversight.

If your organisation is involved in iGaming, influencer partnerships or affiliate marketing, now is the time to get ahead of the curve. Leveraging professional support around compliance, technology (age‑gating, monitoring tools) and training is key.

Whether you’re an operator, marketer, affiliate or influencer, aligning with these emerging standards will help ensure you remain on the right side of reputation, regulation and responsible marketing. For expert support in setting up compliant influencer strategies, digital tools and marketing frameworks, reach out to AIS Technolabs — contact us today to learn how we can help you stay ahead.

Disclaimer

This blog is intended for informational and educational purposes only. We do not promote or facilitate gambling activities in any country where it is considered illegal. Our content is focused solely on providing knowledge about legal and regulated markets. We only work with operators and platforms that are licensed and comply with the laws of jurisdictions where casino gaming is permitted. We do not operate or endorse any form of gambling in restricted regions. In countries where only skill-based games are allowed, our involvement is strictly limited to those games.

We believe gambling should be an entertaining and responsible activity. Our goal is to ensure that the platforms we review uphold the highest standards of fairness, transparency, and player safety.

FAQs

Ans.
No, the pledge is currently voluntary and self‑regulatory rather than imposed by law. However, it is designed to align with and support compliance with legal advertising obligations. 

Ans.
The pledge applies to members of the EGBA (licensed online gambling operators across Europe) and their influencer marketing practices. Those outside the membership may adopt it voluntarily, but are not formally bound by it.

Ans.
All forms of influencer‑led content are covered—including posts, stories, live streams, videos and other digital formats where an influencer is promoting online gambling content.

Ans.
No. Operators and influencers still must comply with all applicable national or jurisdictional advertising, gambling, consumer‑protection or age‑verification laws. The pledge is complementary.

Ans.
Some of the key obligations include:
  • Ensuring marketing content is clearly identifiable as such, not disguised;
  • Implementing age‑gating / demographic checks to limit minors’ access;
  • Selecting and training influencers who meet responsible marketing standards;
  • Establishing independent monitoring of influencer content and taking corrective action if non‑compliance is found.

Ans.
Because as influencer marketing becomes more regulated and scrutinised, non‑compliance risks increase (brand damage, regulatory action, licensing issues). Knowing and adhering to these standards helps safeguard the partnership and ensures longevity.

Ans.
Some recommended steps:
  1. Audit current influencer partnerships and marketing content for transparency, age‑control, compliance gaps.
  2. Update influencer contracts to include obligations reflecting the pledge’s standards.
  3. Provide training and resources for influencers on responsible marketing practices.
  4. Implement monitoring systems (internal or via third‑party) to regularly check content.
  5. Set up mechanisms for prompt removal of non‑compliant content and corrective procedures.

Ans.
Quite possibly. The EGBA pledge is the first industry‑wide framework of its kind in Europe—other regions may monitor its effectiveness and develop similar frameworks. As influencer marketing becomes more global, harmonised standards may evolve.