According to a study by the EU’s Intellectual Property Office (EUIPO), advertising from major gambling brands on so-called “IPR-infringing” websites decreased by 55% in 2021, despite an overall 26% rise across all sectors.

The study analysed the amount and type of online advertising found on IPR-infringing websites and apps in the European Union, such as streaming sites for sports, movies or TV shows.

On the sites in question, EUIPO discovered a significant drop in gambling ads from major brands, from 18% in Q1 to only 8% in Q4. This represents an acceleration from 2020, when ads on IPR-infringing websites decreased by 20%.

EGBA was pleased about this decline, but went on to urge that companies do more, stating that gambling represents 25% of all advertising impressions on IPR-infringing websites.

It added that, in recent years, EGBA has been working with the European Commission and various “cross-industry stakeholders” to limit IPR-infringing online advertising.

“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 EGBA’s Secretary General Maarten Haijer.

“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.

“We look forward to continuing our cooperation with the European Commission and other stakeholders, at EU-level, to reduce IPR-infringing online advertising.”