Belgium BAGO adopts EGBA code of conduct on advertising 

BAGO, Belgium’s trade association for gaming operators, has confirmed that it will endorse the European Gaming and Betting Association’s (EGBA) responsible advertising code of conduct as its guiding policy for advertising and marketing standards.

With its current membership covering 70% of Belgium’s licensed online and land-based gambling incumbents, BAGO has become the first European industry trade association to endorse and promote the EGBA code.

Maarten Haijer, Secretary-General of EGBA, 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 industry’s first code aligning European market standards on advertising, the EGBA has established the founding principles for marketing self-conduct, protecting minors and responsible messaging.

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

The Code’s long-term objectives will enhance consumer messaging and minor protections across all regulated EU gambling jurisdictions, regardless of market age or regulatory constraints.