Europe Moves Closer to a Single Standard for Identifying Gambling Risk
Trends
Big step ahead: the European Committee for Standardisation (CEN) approved a draft framework that aims to help operators and regulators across Europe identify signs of risky gambling behaviour.
What’s in the draft standard
The framework proposes a set of shared “harm markers” — things like sudden spikes in play time, big shifts in betting patterns, chasing losses, unusual withdrawal behaviour.
It’s not mandatory yet — the formal release is expected in early 2026 — but many believe it will become a benchmark.
Why this matters for affiliates
- Compliance is going up. With regulators pointing to shared standards, operators (and by extension, their affiliate partners) will face tighter scrutiny. Affiliates promoting offers must ensure their operators use responsible-gaming protocols.
- Player quality will count more. Instead of volume alone, affiliates who bring engaged, responsible players may see better terms as operators protect their metrics and reputation.
- Content needs to adjust. As harm markers gain visibility, marketing messages may need tweaks — less “always win big” tone, more about safe, trusted play.
- Geo strategy matters. Because this is a Europe-wide initiative, affiliates targeting EU markets should be alert — differences between countries may reduce as standards align.
- Early movers benefit. Affiliates who adapt now — aligning practices, choosing operators with strong responsible-gaming credentials — will be ahead when the standard becomes widely adopted.
Final thought
This move is a clear signal: the industry is shifting from reactive (“we’ll deal with problems when they happen”) to proactive (“we’ll spot and manage risk early”). For affiliates, this isn’t just regulation talk — it’s a chance to build long-term credibility, optimise partnerships, and stay trusted in a market that’s evolving fast.
