EU approves common standards for online gambling advertising

The new rules lay down general requirements for bloggers and streamers promoting gambling within the European Union. The main changes are:

• Mandatory labeling of advertisements. Any content created on a commercial basis must be explicitly labeled as advertising.
• Disclosure of brand affiliations. Influencers are obliged to indicate if they cooperate with or receive remuneration from a gambling company.
• Prohibition on the participation of minors. No images, voices or participation of persons under 18 years of age may be used in advertising.
• Audience restrictions. Promotion of gambling is prohibited on sites where a significant proportion of users are minors.
• Unified approach to all formats. The new norms apply to live broadcasts, video integrations and social media publications.
• Influencer Selection. The European Blogging Association (EGBA) requires to work only with bloggers who have been vetted for compliance with responsible promotion and legislation.
• Independent audit. Advertising campaigns must be regularly audited by third-party organizations. Any content that violates the rules is subject to immediate removal.
• Strengthening controls. National regulators will be able to introduce additional measures, but not weaken EU-wide standards.

Full implementation of the rules is scheduled for mid-2026.