BAGO Endorse EGBA As Guiding Principle

BAGO, Belgium’s gaming operators trade group, has announced that it will accept the responsible advertisement code of conduct of the European Gaming and Betting Association (EGBA), as its guiding principle for advertising and marketing practises.

BAGO has become the first European industry trade association to endorse and promote the EGBA code with its current membership covering 70 percent of Belgium’s licenced online and land based gambling incumbents.

EGBA secretary general Maarten Haijer commented: “EGBA welcomes BAGO’s endorsement of our code and their commitment to promoting responsible advertising. We encourage other associations and companies to sign up to the code and play their part in promoting more responsible advertising across Europe’s online gambling sector.”

Published this April as the first code of the industry aligning European market standards on advertising, the EGBA has laid down the founding principles for self-conduct marketing, protecting minors and responsible messaging.

The EGBA has developed its code of conduct that adheres to the EU ‘Audio-Visual Media Services Directive’ context.

The long-term aims of the Code would strengthen consumer awareness and limited protections in all regulated EU gambling jurisdictions, irrespective of market age or regulatory constraints.