BAGO raises the alarm on player protection 

In the Netherlands, licensed online gambling operators took nearly 1.8 million preventive measures in 2025 to protect players. For BAGO, these figures highlight the importance of enshrining the duty of care in Belgian gambling policy. 

A warning from the Netherlands 

In the Netherlands, licensed online gambling operators took nearly 1.8 million preventive measures in 2025 to inform, support or protect players showing signs of risky behaviour. This figure, taken from the first Dutch Responsible Gambling Observatory report published by VNLOK, is now fuelling the Belgian debate on player protection. 

For BAGO, player protection requires a clear, binding duty of care that is enshrined in Belgian gambling policy. The association believes that the Dutch example shows that a structured framework can work, provided it is effectively enforced and players remain within a regulated, legal framework. 

Preventative measures before things go wrong 

The Dutch Responsible Gambling Observatory 2025 compiles data from twelve licensed operators. 

Most of their interventions take place at an early stage. Players have been notified more than 1.2 million times about their gaming behaviour, most often via a message or warning pop-up within the gaming environment. These alerts are designed to interrupt a risky pattern before it becomes established. 

In over 182,000 cases, players received recommendations aimed at changing their behaviour. These might include, for example, lowering limits or taking a break. In 21,000 cases, operators actively helped players to set or reduce their limits.  

In around 75,000 cases, operators assessed whether the gambling behaviour remained financially responsible. Where the available information was insufficient, or where doubts remained, further deposits could be restricted or blocked. 

When the warning signs become more concerning, the nature of the interventions changes. Operators engaged in dialogue with players about their gambling behaviour in over 102,000 cases. More than 22,000 face-to-face discussions also took place. Players are no longer merely recipients of an automated warning. They become the subject of more targeted support when their behaviour indicates a higher risk. In nearly 11,000 cases, players were referred to professional support. 

In 2025, players were temporarily barred from gambling with a particular operator on more than 60,000 occasions. This temporary exclusion is imposed when continued gambling no longer appears to be compatible with responsible gambling. 

Prevention cannot be limited to a general message about responsible gambling. It must be based on the observation of behaviour, on warning thresholds and on appropriate interventions. For BAGO, it is precisely this approach that should be consolidated in Belgium. First, inform. Then, advise. Next, support. Finally, if necessary, restrict or exclude. 

For the Belgian association, the challenge is to avoid fragmented protection that relies solely on voluntary commitments. An effective duty of care must be clear, enforceable and verifiable. It must also be sufficiently consistent to apply to operators offering products that are comparable in terms of risk. 

The illegal market: a major loophole in protection 

The effectiveness of a protection policy, however, depends on one essential condition: players must remain within the legal framework. A study previously carried out on behalf of VNLOK indicates that over 95 per cent of gambling adverts displayed on Meta’s platforms originate from illegal operators. 

Illegal operators are not subject to the same obligations as licensed operators. For BAGO, tightening the rules imposed on licensed operators only makes sense if players remain within this regulated market. If the legal market becomes too restricted, too obscure or too difficult to access, some players may turn to illegal sites. In that case, protective measures become ineffective. 

The problem also arises in Belgium. BAGO has already drawn attention to the growing presence of illegal gambling sites. One in four Belgian gamblers is now confronted with unlicensed platforms. Even more worrying is that, among gamblers who have self-excluded via EPIS, nearly half resume gambling through illegal channels. 

Why BAGO wants a legal obligation enshrined in Belgian policy 

BAGO believes that the Dutch Observatory confirms the need for a clear and enforceable duty of care in Belgium. The association points out that 2.6 per cent of the population is at risk of developing problem gambling behaviour, of whom 0.6 per cent are at high risk. 

BAGO’s members have already taken steps in this direction. They are working on the early detection and prevention of problematic behaviour, notably through automated monitoring, responsible messaging, staff training and greater transparency towards the Gaming Commission. 

However, the association believes that these commitments are not enough. Player protection cannot depend solely on voluntary measures. It must be structurally embedded in Belgian gambling policy. BAGO is calling for a requirement applicable to all operators offering products that present comparable risks. The association refers to the Constitutional Court’s ruling, which it believes supports the need for a coherent and cross-cutting approach. 

A matter of public health and responsibility 

The Dutch Observatory provides a concrete example of what a structured vigilance policy can achieve. Nearly 1.8 million preventive measures were taken in a single year by licensed operators in the Netherlands. These interventions demonstrate that protection can be proactive, measurable and gradual. 

For BAGO, this experience confirms the urgent need for a more robust Belgian framework. Player protection must be put in place before situations escalate.