Belgian Gaming Commission issues marketing warning ahead of FIFA World Cup
Kansspelcommissie says it will be monitoring for breaches of Belgium’s tough rules on gambling marketing.
Belgium.- The Belgian gambling regulator Kansspelcommissie has warned gambling operators to keep marketing in check ahead of the 2026 FIFA World Cup. The regulator has signalled that it intends to keep a strict eye on licensees’ campaigns, including advertising, promotions and sponsorships during the tournament.
Regulators emphasised that Belgium’s tight restrictions on gambling ads will be enforced, with inspectors to monitor marketing tactics closely to ensure compliance with Articles 60 and 61 of the Belgian Gambling Act. The former outlaws player inducements and bonuses, while Article 61 imposes a ban on gambling advertisements unless explicitly allowed by the nation’s Royal Decree on gambling marketing.
The commission warned that the major football tournament does not grant businesses the right to pursue aggressive player recruitment. Promotional tactics such as free bets, loyalty rewards, bonus credits and cashback offers remain illegal in Belgium, it noted. Marketing schemes connected to player behaviour, including time-sensitive promotions or targeted engagement are also banned.
The regulator noted that it would also monitor social media. Operators must disable interaction features like likes, shares and comments wherever technically possible, while calls to action designed to drive user interaction are prohibited.
In Belgium, gambling sponsorship in sports has been banned since January 2025. Betting advertisements at venues also face strict limitations. However, the regulator has previously warned licensees over the use of loopholes in the gambling sponsorship ban, such as connecting sponsorship to foundations, fan hubs or news sites rather than gambling brands directly. It claims that such practices could still be classified as illegal advertising under Article 61.
The warning follows similar measures taken by other regulators. In the Netherlands and France, the KSA and the ANJ respectively have also warned operators to exercise restraint with World Cup marketing and advertising efforts.
