Belgium Expands its Allowable Online Gambling Advertising Standards

In recent scientific studies in Belgium and the EU, the link between the advertising of gambling activities and harm done to those exposed to such advertising has been established. People most at risk are those suffering from gambling addiction or a range of social, family, financial, personal or psychological health issues.

 Belgium Takes Action

In Belgium, advertising of gambling activities was banned in 2018, 15 minutes before or after children's programming broadcasts. Public posters for gambling and direct advertising for named individuals in any form were also prohibited.

Even those measures were deemed inadequate, with the Belgian Justice Minister saying:

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“Gambling advertising is fired at us every day and encourages these addictions, especially among young people.”

Subsequently, the Belgian Government approved new legislation in December 2022 to ban gambling ads almost entirely by July 2023. From the 1st of July 1st 2023, gambling advertising on TV, radio, print media, cinemas and public spaces will be prohibited, and online gambling ads on websites and social media will also no longer be allowed.

By January 1st, 2025, there will be a further prohibition on advertising in stadiums, adding to the scope of the ban. Also, by January 2028, gambling companies will no longer be able to sponsor sports teams, such as the hockey and football teams so popular in Belgium.

General Advertising Restrictions

There are now general restrictions in place to manage what is permitted when advertising games of chance. This includes that advertising may not be aimed at underage participants or those exhibiting characteristics of risky behaviour.

The advertising may not include characters being portrayed or voice-overs. It’s also important that every advert must contain the age restriction of the game of chance and a preventative warning.

Advertising for games of chance is only permitted if their content meets the following criteria:

• Has no unfounded claims about winnings.
• Does not instigate gambling addiction or lead to excessive gambling.
• Does not praise those who play or criticise those who do not gamble.
• Does not pressurise any person to gamble.
• Does not suggest gambling as an alternative to working, saving, or solving financial problems.
• Does not suggest gambling is linked to social or financial success.
• Does not depict situations in playing a game of chance and using alcohol or tobacco products.
• Does not promote loans for gambling.
• Does not use marketing techniques referring to characters, images, or expressions popular among vulnerable people.

It remains to be seen if the Belgium government will be making any further changes to these amendments going forward or before the July 2023 cut-off date.