In partnership with Gaming Eminence, Rightlander, a leading monitoring and compliance solution provider, conducted a thorough review of marketing compliance within the iGaming sector across Europe. This review uncovered the scope and nature of non-compliant marketing content found in 2023, highlighting the need for stricter oversight and enhanced consumer protection.
Key findings from Rightlanders analysis include:
Nearly 100,000 instances of risky language detected, encouraging potentially reckless gambling behaviour.
Over 89,000 uses of "life-changing" terms in marketing content.
59,000 campaigns containing time-sensitive calls to action.
Over 9,000 instances of targeting self-excluded individuals.
Denmark and Germany recorded the highest number of infractions.
*Notably, the UK was excluded from this report, with a dedicated study expected to follow.
The Importance of Strengthening Compliance Frameworks
This report emphasises the need for enhanced regulatory frameworks and continuous monitoring to prevent misleading advertisements, reduce consumer harm, and foster a more responsible industry. As marketing content becomes increasingly sophisticated, the challenges of ensuring compliance have never been greater.
A Complex Regulatory Landscape
Over the past decade, Europe has become a hotbed for evolving iGaming regulations, with countries like Germany, Denmark, France, and Spain enacting sweeping reforms. These reforms aim to address the many challenges posed by advertising practices in the digital era, where content is often rapidly produced and widely disseminated.
Rightlander's findings shed light on several key areas of concern within the region, with significant volumes of infractions related to advertising to self-excluded customers, unlicensed operators, and marketing practices that encourage risky behavior.
Key Figures and Notable Trends
In 2023, more than 100,000 instances of "risky keywords" were detected in the marketing of iGaming products across Europe. These terms can mislead consumers by suggesting that gambling is a low-risk or risk-free activity, fuelling reckless behaviour. Interestingly, some gambling-related content still referenced the COVID-19 pandemic, despite it no longer being a major factor in 2023. This suggests that outdated or archived marketing content is not being properly maintained or removed.
Another concerning finding is the 89,000 instances of "life-changing" messaging, such as claims that gambling can improve a person’s quality of life or help pay off debts. This type of predatory language targets vulnerable populations, posing a serious risk to consumer safety.
Country-Specific Insights: Compliance Hotspots
When breaking down infractions by country, Denmark topped the list with over 72,000 detected infractions, followed closely by Germany with more than 63,000. Ireland and Spain also reported significant numbers, with 57,409 and 43,231 infractions, respectively. These findings indicate a growing challenge for regulators in these countries, as misleading and manipulative marketing continues to thrive.
Germany also stood out for its high number of infractions related to marketing toward self-excluded players, with 7,151 instances recorded—seven times higher than in the next country, Ireland. This highlights the difficulty in enforcing player protection measures and preventing at-risk individuals from being targeted.
Deep Dive into Specific Marketing Infractions
Unlicensed Operators: Germany reported 6,039 instances of advertising unlicensed operators, nearly double that of Spain and Italy. This underscores the importance of more robust monitoring and enforcement, particularly in a country as large and diverse as Germany.
Self-Excluded Players: As mentioned, targeting self-excluded players is a major concern, with Germany leading the way. Ireland also reported 1,590 infractions in this category, a significant number compared to other European countries.
Risky Language: The use of risky language in marketing iGaming products was most prevalent in Denmark and Spain, with over 29,000 and 28,000 instances respectively. This indicates a need for these countries to tighten their regulatory grip on advertising content that may promote irresponsible gambling behaviour.
Absence of Responsible Gambling Messaging: France led the way in this category, with over 3,500 instances of marketing content lacking responsible gambling messages, followed by Belgium and Denmark. Responsible messaging is crucial in reminding consumers of the potential risks associated with gambling and encouraging them to engage responsibly.
"Act Now" Messaging: Germany also saw a high volume of time-sensitive calls to action in marketing content, with 19,440 instances detected. This type of messaging, often urging players to "act fast" or "take advantage now," can contribute to impulsive gambling behavior, undermining efforts to promote responsible gaming.
Missing 18+ Messaging: Spain topped the list for missing age indicators, with over 6,000 instances where 18+ icons were absent from marketing content. This is a worrying trend, as clear age restrictions are vital in preventing minors from accessing gambling-related material.
Building a Sustainable iGaming Industry
The findings of this report highlight the urgent need for greater collaboration among industry stakeholders, including operators, regulators, and marketers. Responsible marketing practices are the foundation of a sustainable iGaming industry—one that prioritizes consumer protection and ensures that gambling remains a form of entertainment rather than a source of harm.
As marketing strategies continue to evolve, so too must compliance frameworks. Continuous monitoring, stricter regulations, and the use of advanced technologies like those offered by Rightlander will be crucial in identifying and eliminating non-compliant content. By doing so, the industry can take meaningful steps towards fostering a safer, more responsible environment for all players.
Comments