The European Gaming and Betting Association (EGBA) is pleased with the Memorandum of Understanding (MoU) effect. According to the European Commission (EC) report, unintentional gambling ad placing was significantly reduced on law-breaking sites in the past few years. EGBA also hopes that it won't be the last moment to bring positive news about betting and collaboration of different sides in the EU.
The European Commission has reported about the positive changes in the advertising sector. Thus, the number of overall inappropriate advertising appearances on illegal websites was reduced by 12% since the adoption of MoU. The Memorandum of Understanding was established in 2018 as part of the strategy to deal with illicit ads and adhering intellectual property rights.
Having the most significant share in gambling advertising across the EU and the US, inappropriate betting advertising decreased. The gambling sector's major brands showed a downfall from 62% to 50% and are regarded as one of the positive examples to follow by other spheres that still use advertising on law-breaking websites.
What is the next EGBA step concerning bookmaking advertising?
According to the EC report, the authorities want to expand their influence and cooperation in the regarded sector. Thus, the issue of Intellectual Property Rights (IPR) violation has to be touched by other market players. The European Commission is going to connect e-commerce, technologies, and social media sectors to the goal of decreasing IPR infringement.
As for the betting industry, the further development of the situation is also tightly related to the legislative aspects. Thus, many European countries are actively changing advertising rules in the sports sector, which is the priority direction for bookmakers. For instance, Denmark is going to review its current laws concerning the simultaneous advertising of betting and financial loan companies in the sporting tournaments. The Netherlands has also announced blacklist conditions for the future license-holders in the online gambling sector, which has to show almost three years of non-infringement actions in the kingdom before applying for permission. It means that bookmakers have to rely on the renewed local legislation in the countries they provide services, not only on the EGBA actions concerning IPR advertising adherence.
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