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Bid Ad Restrictions
The Austrian betting market is developed and sensitive to issues of juvenile protection and responsible play. Therefore, the promotion of betting is allowed only if strict requirements for the content, formats and targeting of advertising are met. Below is a systematic roadmap for marketers and operators' lawyers.
1) Basic principles
Legality and transparency. Advertising is allowed only for licensed operators, with clear brand identification and legal entity.
Protection of minors. Any communication should be addressed to 18 + and exclude audiences with a noticeable share <18.
Responsible play (RG). Warnings and links to self-control tools are required: limits, timeouts, self-exclusion.
Unattractive for children. Images and styles resonating with children/adolescents (cartoonishness, school aesthetics, slang for <18) are prohibited.
2) Age filters and targeting
Age-gate 18+. Access to betting content behind a "soft wall": confirmation of age, explicit marking 18 +, optional - entry only for authorized people.
Exclusion of youth venues. Schools/universities, children's events, teenage publics and communities cannot be targeted.
Audience modeling. Segments are built on behavioral and content traits of adult users; profiles potentially relating to minors are excluded.
3) Requirements for the content of creatives
A must:- Label 18 + and the Responsible Game block (short disclaimer and link to details on the site).
- Realistic, not promising an easy win tone.
- Clear promo conditions: key parameters of the bonus/vager, maximum bet when wagering, terms.
- Statements "guaranteed earnings," "risk-free profits," "solving financial problems."
- Depiction of persons under the age of 25 or characters associated with children.
- Provocations to "dogon," showing "euphoric" winnings as the norm.
- Hidden bonus conditions, "small print" without access to the full version.
4) Placement channels: what to consider
Television/Radio/UN
Do not place near children's institutions, at children's events, in "family" slots with a high share <18.
Videos - without speakers appealing to excitement: focus on analytics, responsibility, 18 + support.
Digital: sites, applications, social networks
Platform rules (age categories, restriction of targeting minors) are mandatory along with national ones.
Remarketing and look-alike - only for adult segments; exclude "broad" audiences.
Access to betting pages from shared content - after age-gate.
Sports broadcasts and sports content
Neutral integration is allowed without "aggressive" CTAs during matches.
In live - without "involving" mechanics, pushing to impulse bets ("have time before the whistle").
5) Sponsorship and merchandising
Teams/leagues/arenas. Allowed with clear marking 18 + and RG, without merch children's lines.
Children's and youth tournaments. Sponsorship is unacceptable.
Stadium activations. No onsite bets outside 18 + zones; RG educational stands are acceptable.
6) Influencers, streamers, eSports
Age and audience. Ambassador - 25 +, channel audience - mainly 18 +.
Ad tagging. Transparent mark # advertisement/# ad, link leads to page 18 + after age-gate.
Communication tone. Analytics, statistics, parsing instead of "hype clips" with wins.
7) Promotions, bonuses, promotional codes
Full T & C. On the landing - key parameters: vager, market contribution, maximum bet when wagering, term, geo-restrictions.
Prohibition of "risk-free" wording. Use "condition bonus" instead of "risk free freebet."
Responsible positioning. Promo should not push to increase the frequency/amounts of bets.
8) Affiliates and affiliate networks
The operator is responsible for the creativity of partners as his own.
White list of formats and black list of prohibited practices for webmasters.
Pre-moderation of landings/creatives, audit of traffic sources, deviation of motivated/child traffic.
SLA to remove offending ads (for example, within 24 hours).
9) Privacy and data
Minimization. Collection of only necessary data, understandable consent (cookie/marketing).
Unsubscribe and control. Easy cancellation of mailings/fluffs; no "hidden" subscriptions.
Without "dark patterns." No interface tricks to stop advertising from going away.
10) Monitoring and accountability
Internal control. Campaign launch checklists, creative version log, compliance/legal approval.
Responding to complaints. Hotline, quick incident resolution, public corrections.
Team training. Quarterly RG/marketing compliance training.
11) Campaign launch checklist (short)
1. The operator is licensed, the brand and details are indicated.
2. There is an age-gate 18 + and an RG block in the visible area.
3. Creative without promises of "easy gain," without children's images.
4. Bonuses: Key T & Cs on landing; full text is available in 1 click.
5. Adult segment targeting; excluded audiences <18.
6. Affiliates: pre-moderation, white/black lists, SLA to remove violations.
7. Consent logs (cookies, e-mail, push) are saved.
8. The complaint response plan is ready.
12) Typical mistakes and how to avoid them
"Euphoric" tone and # riskless. Solution: neutral analytics, facts, RG message.
Hidden bonus terms. Solution: output of key parameters to the initial screen.
Influencer with a young audience. Solution: demographics channel audit, 18 + content policy.
Broad remarketing. Solution: strict elimination segments and frequency cap.
Weak affiliate control. Solution: Regular reviews, automatic crawlers, sanctions.
13) Communications in the spirit of Responsible Gaming
"Put only with the budget that you are ready to lose."- "Set limits: deposits, time, bet amounts."
"Need a pause? Enable timeout or self-exclusion.
«18+. Play responsibly."
Austria allows the promotion of betting only with a priority of safety and responsibility. By building age-gate, understandable T&C, transparent tone and tight control of affiliates, the operator reduces legal risks and increases audience confidence. In the long run, brands that follow the rules and make RG part of the DNA of marketing win.