The Impact of BAGO’s Duty of Care on Belgium’s Gambling Sector

The Belgian Association of Gaming Operators (BAGO) has taken a proactive approach by creating a self-imposed mandate for Duty of Care.

BAGO is an association that represents six of Belgium’s largest operator groups, including the Ardent Group, Betfirst, Golden Palace, Kindred, Napoléon Sports & Casinos, and Starcasino. Together, these groups make up 70% of Belgium’s gambling sector. In an effort to address the concerns raised by the political sector and promote responsible gambling, BAGO has implemented a Duty of Care mandate.

The creation of BAGO’s Duty of Care mandate is a direct response to the association’s belief that the gambling industry is unfairly “demonised” by the Belgian political sector. Emmanuel Mewissen, CEO of Ardent Group and vice-president of BAGO, highlighted the negative portrayal of the industry and the impact it has had on public perception. He emphasized the need for accurate information to counteract the exaggerated claims made by some politicians.

BAGO’s Duty of Care mandate is built upon four pillars that guide the actions of the major operator groups. These pillars aim to identify and prevent problem gambling while promoting responsible gambling practices.

The first pillar focuses on the implementation of a uniform detection system that utilizes scientifically based criteria, also known as markers of harm. This algorithmic approach allows operators to identify potential signs of problem gambling and intervene accordingly. By using advanced technology, the industry can proactively address gambling issues and provide appropriate support to affected individuals.

The second pillar emphasizes effective communication with players to promote responsible gambling behaviours. Operators are committed to providing information about the risks associated with gambling, including voluntary deposit limits, reality checks, and self-exclusion options. By empowering players with the necessary information, they can make informed decisions about their gambling habits and seek help when needed.

The third pillar of BAGO’s Duty of Care focuses on developing comprehensive education and training programs for staff within the gambling sector. By equipping employees with the necessary knowledge and skills, operators can ensure that potential problems are identified early on and appropriate actions are taken. Training programs empower staff to recognize signs of problem gambling and provide appropriate support to players.

BAGO emphasizes the importance of regulated gambling operators in protecting players from the risks associated with the black market. With the implementation of stricter regulations, the industry aims to provide a safe and secure gambling environment for players. By adhering to the Duty of Care mandate, operators demonstrate their commitment to player protection and responsible gambling practices.

BAGO’s Duty of Care mandate places significant importance on the use of algorithms and artificial intelligence (AI) to identify and address problem gambling behaviours. By leveraging advanced technology, operators can analyse data patterns, monitor gambling activities, and intervene when necessary. Algorithms and AI tools enable the industry to proactively detect emerging problematic gaming behaviour at an early stage, minimizing the potential harm to players.

BAGO and its member operators are committed to creating an environment that promotes responsible and safe gambling practices. In addition to the measures outlined in the Duty of Care mandate, they actively encourage players to register on the EPIS list, Belgium’s self-exclusion platform. This platform allows individuals to voluntarily exclude themselves from all gambling activities, providing an additional layer of protection.

EPIS serves as a vital tool in the fight against gambling addiction. By registering on the platform, individuals can effectively exclude themselves from all licensed gambling operators in Belgium. This self-exclusion mechanism helps vulnerable individuals regain control over their gambling habits and seek the necessary support to overcome addiction.

BAGO recognizes that combating gambling addiction requires a multi-faceted approach. In addition to self-exclusion options, operators are actively working to provide players with effective solutions to address their gambling habits. By offering resources, support, and advice, the industry aims to assist individuals in making informed decisions and seeking help when needed.

From July 1, 2023, Belgium’s Royal Decree imposed a ban on nearly all gambling advertising nationwide, including television, radio, print, and online platforms. This ban has been met with criticism from the industry, with concerns that it may inadvertently benefit the illegal gambling market. BAGO has highlighted that the government’s decision to impose the ban went against the advice of the country’s regulator.