Maarten Haijer, Secretary General of EGBA

EGBA: Gambling advertising halved on IP infringing websites

The European Gaming and Betting Association (EGBA) has disclosed that online gambling operators have made marked progress in protecting their advertising campaigns and brand IPs from online infringement. 

A new study by the European Union’s (EU) Intellectual Property Office (EUIPO) has revealed a significant reduction in advertising from major gambling brands on websites and mobile apps which infringe on intellectual property rights (IPR).

In 2021, advertising from major brands declined by 55% across IPR-infringing websites targeting EU jurisdictions.

EUIPO research monitored all advertising across IPR-infringing verticals including unauthorised websites and apps illegally streaming sports, movies and entertainment content.

“These websites and apps generate revenue by selling advertising space and, according to EUIPO, advertising from legitimate brands can be placed on these websites or apps unintentionally because of the “very complex internet advertising ecosystem” – the EGBA explained.

IPR infringement continues to be a problem for European media owners, as advertising impressions for all brands and all sectors increased by 26% during 2021.

However, online gambling continues to minimise its presence on infringing websites as EUIPO registered a continued decline in the sector’s advertising impressions from 28% in Q1 to 25% in Q4 2021, which followed an overall 30% decrease during 2020.  

Of significance on infringing apps, online gambling ranked tenth, accounting for 0.6% of advertising impressions served during 2021.

The EGBA has asserted that it will continue to promote a further reduction in intellectual property rights infringing online advertising in the gambling sector.

Maarten Haijer, EGBA Secretary-General, commented on improvements – “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.

“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.”

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