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Maltese MEP Peter Agius expressed concerns in the European Parliament about potential negative consequences of strict online gambling advertising bans.
He warned that overly restrictive bans could push players towards illegal, unregulated operators, harming consumer protection.
The discussion followed a petition advocating for an EU-wide ban, citing excessive exposure of vulnerable groups to gambling ads.
The discussion over gambling advertising restrictions
While agreeing on the need to protect minors and prevent addiction, Agius noted that gambling policy is primarily a national competence.
He referenced existing EU rules against misleading advertising and upcoming initiatives like the Digital Fairness Act, a European Commission proposal aimed at strengthening consumer protection in the digital environment.
Agius presented data indicating that around 70% of the online gambling market in some member states is already illegal.
A 2023 study commissioned by France's National Gambling Authority (ANJ) found that users of illegal platforms were more likely to display risky gambling behaviors.
In the United Kingdom, the Gambling Commission insists that all promotions for gambling offerings and activities must be handled with social accountability.
This includes adhering to the advertising standards set forth by the Committee of Advertising Practice (CAP), which writes the UK's advertising codes for non-broadcast media, and the Broadcast Committee of Advertising Practice (BCAP), which covers broadcast advertising.
Additionally, gambling enterprises are accountable for the conduct of any associated third parties or affiliates engaged for acquiring customers, especially regarding direct outreach and ensuring marketing materials are not dispatched to individuals who have opted out.
Implications for digital gambling advertising
The debate over stricter gambling advertising rules also has implications for operators and affiliates using online promotion channels.
Paid search approaches such as PPC casino and Google Ads casino advertising must increasingly account for regulatory expectations around transparency, responsible messaging, and audience targeting.
These considerations also apply to PPC betting and Google Ads betting campaigns, which rely on digital visibility while operating within advertising restrictions.
As scrutiny of gambling promotions continues, businesses managing Google Ads casino and PPC casino campaigns, as well as Google Ads betting and PPC betting strategies, will need to navigate evolving compliance requirements.
