The ‘Code of Conduct on Responsible Advertising for Online Gambling’ introduces new standards for advertising content across all media platforms, with dedicated measures reserved for social media.

The code pledges to complement and strengthen existing legal and self-regulatory frameworks for online gambling advertising across Europe.

It has been introduced alongside EGBA efforts to promote responsible gambling during the coronavirus outbreak and applies to all EGBA members.

Specific measures introduced include what gambling advertising should and shouldn’t look like, the protection of minors with no adverts during broadcasts, or sponsoring aimed at them, and age-gating gambling brand profiles on social media to ensure children don’t have access.

EGBA Secretary General, Maarten Haijer, said: "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."

Another representational body which announced an action plan during lockdown was the Betting and Gaming Council, which last month released a 10-point pledge to protect those at risk of gambling harms.

In May 2019, the American Gaming Association also formed its Responsible Marketing Code for Sports Wagering.