GVC Welcomes first pan-European code for responsible advertising for online gambling

Jay DossetterNews

28 April 2020

GVC Welcomes first pan-European code for responsible advertising for online gambling

GVC, the global sports betting and gaming group, has welcomed the publication today of the first pan-European code of conduct for responsible advertising for online gambling by the European Gaming and Betting Association (“EGBA”). The code’s broad scope introduces essential standards for advertising content across all media platforms, including dedicated measures for social media.

With a particular focus on ensuring the protection of minors, the new code is designed to complement and strengthen existing legal and self-regulatory frameworks for online gambling advertising in EU/EEA countries and the UK. It follows yesterday’s (27 April 2020) announcement by the UK’s Betting and Gaming Council (“BGC”) that major operators, including GVC, will cease broadcast gaming product advertising in the UK for the duration of the nation’s COVID-19-related lockdown.

The code applies to EGBAs members and is open for signature by online gambling companies licensed in the EU/EEA and UK, as well as other gambling associations and representation bodies of the media sector. It is EGBA’s intention to ensure that compliance with the code is monitored and enforced by an independent third-party.

Specific measures within the code cover:

  • Content moderation – guidance on what is permitted within gambling advertising
  • Protection of minors – including age-gatingon the social media profiles of gambling brands to ensure minors do not have access
  • Measures to limit sponsorship arrangements – a ban on sponsoring of activities which have a predominant appeal to minors
  • Responsible gambling messaging and campaigns

The code sets long-term standards for gambling advertising content in Europe and complements EGBA’s more immediate efforts to promote responsible gambling advertising during the COVID-19 outbreak.

Commenting on the announcement, Martin Lycka, the Group’s Director of Regulatory Affairs, said:

“We are pleased to support the introduction of the new advertising code which supports our ongoing efforts to improve standards industry-wide and only ever promote gambling in a responsible manner.”



GVC Holdings PLC
Jay Dossetter, Head of CSR & Corporate Communications


Rob Greening / Elly Williamson

Tel: +44 (0) 20 7250 1446

About GVC Holdings PLC
GVC Holdings PLC is one of the world’s largest sports-betting and gaming groups, operating both online and in the retail sector.  The Group owns a comprehensive portfolio of established brands; Sports Brands include bwin, Coral, Crystalbet, Eurobet, Ladbrokes, Neds and Sportingbet; Gaming Brands include CasinoClub, Foxy Bingo, Gala, Gioco Digitale, partypoker and PartyCasino. The Group owns proprietary technology across all of its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis. The Group has also entered into a joint-venture with MGM Resorts to capitalise on the sports-betting and gaming opportunity in the US.  The Group, incorporated in the Isle of Man, is a constituent of the FTSE 250 index and has licences in more than 20 countries, across five continents.

For more information see the Group's website: www.gvc-plc.com