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Belgium Gambling Commission President Opposes Widespread Advertising Ban
By Shane Addinall Feb 27, 2023 LegalityWhile Belgium has cleared the way for banning all online gambling advertising, there are vocal opponents in the government and the Belgium Gambling Commission. Read on to learn more about their concerns.An ongoing point of debate in regulated online gambling markets is where to draw the line when it comes to advertising casino games, bonus offers and other gambling-related incentives.
We recently saw several regions, including the United Kingdom, the Netherlands and Canada, impose harsh restrictions on celebrity and athlete gambling endorsements. However, in a surprising announcement, Belgium proposed a complete ban on all gambling products.
Liberal Parliamentarian Wages War on Gambling
Federal Justice Minister Vincent Van Quickenborne drafted a Royal Decree that places a blanket ban on advertising featuring or referencing casinos and sports betting.
Van Quickenborne made his view of gambling clear when he commented:
Quote"Gambling is the new smoking. The gambling industry is making more and more profit in our country, all 'thanks to' people with a gambling addiction."
His bias is evident when you review the details of his proposal. The policy goes so far as to stipulate each possible advertising medium down to “printed posters on walls” and promotional information sent via the local postal service. The most concerning advertising medium ban is that of online advertising, including social media and email.
In most cases, regulators look to limit harm by managing above-the-line ads but allow for online campaigns. The logic is that anyone specifically seeking out gambling offers online is showing an intent to participate and should legally be allowed to do so.
The Royal Decree comes into force on 1 July 2023 and will roll out across the Belgium market incrementally, beginning with digital media. As of 1 January 2025, all above-the-line advertising and sponsorships will end, excluding team jerseys which have until the end of 2027 to be removed.
Gambling Commission Fears the Worst for the Players
President of the Belgium Gambling Commission (BGC), Agali Clavie, criticised the Royal Decree during an interview on Bel RTL's morning show. While fully acknowledging the potential risks that come with allowing legal gambling, the head of the Commission also pointed out the necessity for keeping players within the regulated environment.
Clavie said:
Quote“We want the player to remain in the legal gaming circuit. And if this circuit can no longer advertise, there is a risk that the player will turn to the illegal circuit, and there, we cannot carry out real checks. Unfortunately, these illegal operators are becoming more and more important on the internet.”
Her comments closely mirror those of her compatriots in other jurisdictions where politicians install headline-grabbing laws to elevate their profiles without fully grasping the risk that black market operators pose.
Van Quickenborne’s lack of understanding of this issue, or his decision to ignore it, was raised before by the leader of the Francophone liberal MR party, Georges-Louis Bouchez, who Tweeted:
Quote"Attention should be paid to people with a gambling addiction, representing a small minority. By liquidating a regulated sector, those people will move to platforms on the dark web without any regulation. This puritan view makes no sense."
Clavie then raised the issue of trust, pointing out that while Van Quickenborne attempts to stamp out advertising for licensed gambling operators, he created caveats to protect the National Lottery.
She commented on this “double standard”, saying:
Quote“We cannot say: if the State organises the game, it is not pathological. The question is not who organises the game but what the game is. It is understandable that some games are less dangerous than others, but this is not necessarily the case with all National Lottery products.”
The President of the BGC clearly understands the broader implication of the industry, noting that “restricting advertising is a good thing” while championing the need to ensure that channelisation rates remain high not to drive local players to unlicensed gambling sites.
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