The study, conducted by the European Union’s Intellectual Property Office (EUIPO), analysed the amount and type of online advertising found on IPR-infringing websites and apps in the EU, which included unauthorised streaming sites for sports, movies or tv shows.
EUIPO’s study found advertising from major gambling brands -including EGBA members – had decreased by 55% on IPR-infringing websites in the EU in 2021, following on from a 20% decrease in 2020.
The figure dropped from 18% in the first quarter to 8% in Q4. Advertising from all gambling brands had decreased marginally on IPR-infringing websites, from 28% in Q1 to 25% in Q4. Gambling also accounted for less than 1% of advertising impressions for mobile apps.
EGBA’s secretary general Maarten Haijer said: “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.”
EGBA published the results of its inaugural sustainability report in July 2021, which showed an increase in customers utilising safer gambling tools.