William Hill signs pan-European code for responsible advertising

On Tuesday, William Hill signed the first pan-European code of conduct for responsible advertisement for online gaming. The code applies to all media platforms and introduces essential standards for advertising content and dedicated measures for social media, particularly focusing on protection of minors.

The European Gaming and Betting Association has published the first pan-European code of conduct for responsible advertisement for online gaming with the intention to complement and strengthen existing legal and self-regulatory frameworks for online advertisement in EU/EEA countries and the U.K. As a member of the EGBA, William Hill supports this initiative which sets long-term standards for gambling advertising content in Europe and complements EGBA’s more immediate efforts to promote responsible advertisement during the Covid-19 crisis.

Patrick Jonker, MD William Hill International and CEO Mr Green Ltd comments;
“We are very pleased to join the initiative by the EGBA. As license holders within numerous markets, our advertisement policies always follow the local regulatory frameworks. During these difficult times we welcome any initiative that will offer additional protection of minors.”

Maarten Haijer, Secretary General, EGBA comments: “Advertising is essential to inform the consumer of the websites which are regulated and steer them away from rogue black-market websites. But advertising should be responsible and protect consumers, particularly minors. We encourage other gambling companies to sign up to the code and look forward to engaging with Europe’s authorities to ensure its success.”