Maarten Haijer: Changing perception of gambling is beyond EGBA’s reach

Maarten Haijer, secretary general of the European Gaming and Betting Association (EGBA), believes it is not the organisation’s role to alter public perceptions of gambling.

“I don’t think we can really address the generally negative public attitudes about gambling. I think that’s well beyond our reach,” he said. 

Haijer made the remarks at the NEXT.io RG Symposium in Malta yesterday (11 November), which focused on various aspects of responsible gambling.

Haijer emphasised that the EGBA works closely with regulators to improve the industry’s image among policymakers.

He stated that the trade association has regulators and legislators in mind when it communicates about the industry’s responsible gambling and wider sustainability initiatives. 

Reflecting on broader societal perceptions, however, Haijer acknowledged the challenge of changing deeply ingrained views.

“It’s extremely difficult to change public opinion. We can’t be the game changer here,” he said.

“We focus on what we can achieve,” Haijer explained, adding that a single media article highlighting the industry’s shortcomings can negatively impact public perception.

However, he stressed the importance of data and evidence-based discussions in fostering safer gambling.

“It’s crucial to have data and evidence-based discussions, both within the industry and with governments,” he said. 

“Unfortunately, this is often lacking on both sides. Governments sometimes introduce regulations that serve political needs rather than evidence-based needs.”

Haijer highlighted the wealth of information the industry possesses, particularly regarding the effectiveness of consumer protection measures. 

“As an industry, we sit on a ton of information, especially around the success of various consumer protection measures. 

He said this is the industry’s “gold” when engaging with regulators as it can demonstrate, with hard data, the impacts of specific measures.

“Vicious circle”

Meanwhile, KPMG director and gaming lead Russell Mifsud disagreed with Haijer regarding the industry’s ability to change public opinion.

Mifsud addressed the “vicious circle” affecting the gambling industry, noting growing pressures on operators’ profit margins and the increasing prevalence of unregulated gambling. 

“Margins are being squeezed, and we’re seeing the black market grow tremendously,” he said. 

He referenced recent headlines, such as reports linking gambling to a significant number of suicides, which add to the industry’s reputational woes. 

“The industry needs to find a way to change that narrative,” Mifsud stressed.

He highlighted the cyclical impact of bad press on gambling, where negative news stories compel politicians to take action, often resulting in additional regulatory pressure. 

These measures, while well-intentioned, can push licensed operators out of the market, inadvertently bolstering the black market. 

“The ones benefitting from this at the moment are largely operating in the black markets,” he observed.

Mifsud believes a more unified approach between stakeholders — including regulators, suppliers, partners, customers, employees, and media — can help the industry tackle these challenges. 

He pointed to the alcohol industry as a model, which has successfully come together to manage its reputation more positively.

One solution, Mifsud proposed, lies in embracing ESG principles. 

According to him, ESG provides an opportunity for the industry to reflect on its collective impact and integrate sustainable strategies transparently. 

By setting clear, measurable goals and being open about their progress, gambling companies can foster trust and demonstrate a commitment to ethical practices, he suggested.

Although Mifsud acknowledged the complexity of the task, he underscored the importance of ESG in “instilling trust” and actively manage societal and environmental responsibilities.

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