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Strict rules for advertising and responsible play
Austria is building regulation on the principle of "allowed under control." This is especially noticeable in advertising and Responsible Gaming (RG): only restrained communications focused on informing and preventing risks are allowed, and all operators are required to implement strict player protection tools. Supervision is carried out by the Ministry of Finance (BMF) under the Glücksspielgesetz (GSpG) and by-laws.
1) Basic principles of advertising policy
Informational, not stimulating. Advertising should not promise "easy money," portray excitement as a path to success or problem solving.
Prohibition on misleading and pressure. You cannot use "last chance," "guaranteed win," "no risk," timers-fear (FOMO), imaginary deficit.
Ban on contacting vulnerable audiences. No targeting of minors and people at risk; you cannot use heroes popular among young people.
Clear marking 18 +. Age icons and warnings are required in all media.
Understated visuals and tone. No hypersexualization, aggression, images of "luxury at all costs," "high roll as a lifestyle."
2) Restrictions on channels and formats
TV/Radio/UN/Digital: Only allowed in "shared" slots and no children/youth content nearby. Geo-targeting and frequency limits are required.
Influencers and streamers: fly-and-lift calls are prohibited, RG disclaimers, transparency of sponsorship, and checking the audience for age are required.
Sponsorship: allowed for "adult" events and teams under neutral branding, with no calls to play; merch without "game" slogans in children's sizes is prohibited.
Bonus communication: "up to X €" only indicating key conditions (vager, limits, deadlines), without hidden reservations in small print.
3) Mandatory elements of any communication
18 + age limit and risk warning.
A brief link to tools for help and self-restraint (self-exclusion, limits, hotline).
Transparent stock terms: Primary vager, expiry date, play/bet exclusions.
4) What is strictly forbidden in creatives
Images of "emergency need": "cut credit," "pay bills" with a win.
Positioning the game as a social norm for success/friendship/romance.
Stories involving people under the age of 18 or at sites with a youth core.
Use of "false time limiters" and artificial scarcity.
Masking ads as editorial content without marking # ads.
5) Responsible Gaming: Mandatory Operator Tools
KYC and age control: proof of identity and address prior to deposit/play.
Default limits: for deposits/losses/time with a "cooling off" period when increasing.
Self-exclusion and timeouts: centralized lists and instant synchronization across all products.
Real-time behavior monitoring: abnormal deposits, night sessions, rate escalation - triggers for proactive messages/restrictions.
Affordability/SoF checks: assessing the availability of the game at increased limits (source of funds, financial risk indicators).
Transparent transaction history and "reality checks": pop-up reminders about time, amount of losses/wins.
Staff training: annual RG/AML training sessions for the front and back office.
6) Advertising and RG online (win2day as a benchmark)
A single cabinet with limits and an RG panel "in one click."
Subtle segmentation of communications: no bonuses for players with signs of risk/self-exclusion.
Self-assessment tests and contacts of specialized assistance in a prominent place.
Local hosting, encryption, log detailing; regular independent audits of RNG and RG processes.
7) Compliance processes and control
Pre-clearance advertising: internal checklist (see below) + legal update.
Storage of creatives and show logs: in case of BMF/financial police checks.
Reaction procedures: quick removal of violating materials, notification of the regulator in case of incidents.
Audits: planned and sudden; fines, suspension of shares, up to the threat of concession for systematic violations.
8) Practical checklist before campaign launch
1. Target audience 18 + confirmed?
2. Any notable 18 + and risk warning?
3. Tone neutral, no promise of "easy money"?
4. Bonuses described honestly (vager, deadlines, exceptions)?
5. Excluded youth equipment/school topics/children's sizes of merch?
6. Included RG links and help contacts?
7. No FOMO mechanic, camp does not press psychologically?
8. Is there a log plan for storing creatives/placements for ≥12 months?
9) Example wording (OK vs. NOT)
OK (neutral):10) Trends 2025-2030
Tougher to cross-channel: unified RG flags offline/online, prohibition of "re-activation" of risky players through third-party channels.
More behavioral analytics: early interventions, "soft" frictions of UX (reminders, pauses).
Standardization of bans for aggressive creativity: uniform guidelines for warning fonts, area share, exposure duration in video.
Smart targeting "minus risk": algorithms exclude audiences with signs of financial vulnerability.
11) Typical operator errors
"Veiled" advertising for influencer content without # advertising.
Bonus Terms Micro-Drift or Click Only Disclosure of Terms.
Retargeting of players with RG "risk/self-exclusion" flags.
Use of cultural symbols/heroes popular with teenagers.
Aggressive CTAs ("fly in," "raise the cache now"), pressure timers.
The Austrian model requires operators not just "advertising without violations," but communications with a security priority. Restrained tone, fair conditions, tough age protection and fully functional RG tools are the minimum standard. Compliance with these principles reduces regulatory risks, strengthens audience confidence and supports the sustainability of the market, where the interests of the player and society are put above instant conversion.