EGBA Urge Providers to Push on with Responsible Ads
March 28, 2022
The European Gaming and Betting Association (EGBA) commented on the major reduction in IPR-infringement advertising from its members and other major EU brands. A study launched by the European Union’s Intellectual Property Office (EUIPO) revealed that major gambling brands from the continent decreased their marketing placed on IPR-infringing sites and apps by 55% during 2021.
Brussels-based trade group, EGBA, applauded the gambling industry for the marked progress and implored providers to keep up the good work as there is still a way to go. EUIPO included all advertising across IPR-infringing verticals and the study revealed an overall increase of 26% across sectors.
According to EUOPI, advertising from legitimate brands ends up on these websites and apps partially because of the internet’s highly complex marketing ecosystem.
Improvements for EU Brands
The monitored websites for EUOPI’s study covered IPR-infringing websites targeting EU consumers on the web and through mobile apps. These include unauthorised websites and apps that illegally stream sports, movies, and entertainment content. EU Gambling platforms made noteworthy improvements regarding online advertising.
Maarten Haijer, Secretary-General at EGBA, commented:
“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.”
Advertisements related to gambling placed on IPR-infringing sites decreased by more than half in the past year to 8% in Q4. During Q1 of 2021, the occurrences recorded amounted to 18%. The improvement follows a 20% drop in 2020.
Gambling advertising still accounts for 25% of ad impressions on IPR-infringing sites. Gambling ads on misleading mobile apps represented 0.6% of the advertising impressions. Haijer continued:
“But there is still more work to do, and we encourage 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.”
The study found that both major and smaller gambling brands decreased their advertising to 25% in the last quarter of 2021, a marginal decrease from the 28% recorded in Q1 but an improvement according to EGBA.
EGBA Encourage Further Efforts
EUOPI was recently voted the most innovative IP office in the world as they continue to push boundaries by collaborating internationally and innovating continuously. The study monitored websites that infringe on Intellectual Property laws and the advertising found on these websites. It also covered the amount and type of advertising, plus associated revenues.
They found that the monitored websites from across the globe generate an estimated €912.7 million in revenue. Mobile apps monitored in the study gained revenues of approximately €57.1 million. These websites sell advertising space to generate revenue and unwitting brands may have their marketing material placed there. At first sight, this confuses consumers because a well-known brand associates with the website or app in question.
EGBA reiterated their commitment to reducing IPR-infringing advertising by working with the European Commission and other stakeholders. Recent years saw them collaborating within the framework of a Memorandum of Understanding (MoU) to curb the advertisements on IPR-infringing sites. EGBA urged gambling operators, including their members, to adopt the MoU and align with its goals.