EGBA praises 55% reduction of gambling advertising from major EU brands on IPR-infringing sites

Brussels-based trade group European Gaming and Betting Association (EGBA) welcomed on Wednesday a 55% reduction posted in 2021 of advertising from major gambling EU brands on websites that infringe upon intellectual property rights (IPR). Additionally, the EGBA committed to continuing to promote an EU initiative to further reduce IPR-infringing online advertising in the gambling sector.

The reduction was reported by the European Union’s Intellection Property Office (EUIPO) in a new study. The report found “a significant decrease” in ads from major brands -including EGBA members- on websites and mobile apps which violate intellectual property rights in the EU, despite overall advertising from all sectors increasing by 26%.

The study analyzed the amount and type of online advertising found on IPR-infringing websites and apps in the EU, such as streaming sites for sports, movies or TV shows. These sites generate revenue by selling advertising space, and sometimes ads from legitimate brands may end up being placed unintentionally because of what EUIPO calls a “very complex” internet advertising ecosystem.”

According to the EU Intellection Property Office, the presence of advertising for brands on IPR-infringing websites and apps “can confuse consumers and mislead them” to believe that the content provided on these sites is legal.

🇪🇺 We fully support efforts to protect intellectual property rights (IPR) and will continue to work closely with @EU_Commission and other industry bodies, within the framework of an MoU at EU-level, to reduce IPR-infringing online adverts. 📰Our statement: https://t.co/pM674ooTLQ https://t.co/YmxTbXPISG

— EGBA (@EUgambling) March 10, 2022

EUIPO found a 55% decrease, from 18% in Q1 to 8% in Q4, in major gambling brand advertising on IPR-infringing sites during last year. This builds upon a previous 20% decrease in 2020. Major brands are those which are selected top advertiser lists or are otherwise premium reputable established brands with a strong search engine presence.

Additionally, the report shows that advertising from all gambling brands, including both major and non-major brands, declined from 28% in Q1 to 25% in Q4. In terms of mobile apps, gambling accounted for less than 1% of advertising impressions.

The EGBA welcomed the progress made in recent years to reduce this placement of advertising from major brands. However, it recognized that, with gambling representing 25% of ads impressions on IPR-infringing websites, the fight is far from over.

"I'm pleased to see consistent and significant, year-on-year progress by Europe's major gambling brands, including our members, to reduce the placement of advertising on IPR-infringing websites and apps,” said Maarten Haijer, Secretary General, European Gaming and Betting Association.

However, Haijer warned that there is “still more work to do,” and encouraged Europe’s gambling operators, and their advertising affiliates, “to play their part” by ensuring their advertising, and its placement “is conducted in a responsible way.”

In recent years, the trade association has worked closely with the European Commission and various cross-industry stakeholders at EU-level within the framework of a memorandum of understanding (MoU) which aims to limit IPR-infringing online advertising.

The MoU is a voluntary agreement facilitated and coordinated by the European Commission, and is open to all partners. EGBA encouraged gambling operators to join the association and its members “in signing up to the MoU and its aims.”