Belgium targets gambling advertising

The industry’s regulator in Belgium released a report in which it targets gambling advertising.

Belgium.- As it is in many jurisdictions, the way companies promote their business is in the spotlight. This time, Belgium seems to be targeting gambling advertising and may set further restrictions.

The Belgian Gaming Commission (BGC) criticised how operators were present during recent football broadcasts. The local Jupiler Pro League reached its playoffs and ads were “omnipresent”, according to the regulator.

The watchdog in Belgium said gambling advertising should get further regulations and released a report assessing such issue.

“The analysis of the gambling advertising shown during the football playoffs and the analysis of the betting data show, on the one hand, that gambling advertising is ubiquitous in football events. On the other hand, an increase in gambling activity can be observed on the playing days of the playoffs.”

“The strong relationship between football and gambling, however, can give the public the impression that both matters are inextricably linked, which can furthermore lead to the normalization of gambling behaviour.”

“It is necessary to know whether quantitative restrictions on advertising can be implemented. This can range from an advertising ban, a ban on sponsoring sports clubs or product placement, over a point system to a maximum percentage of the public space that can be occupied by such advertising messages,” the report added. “Based on this, the Gaming Commission can elaborate a targeted control and sanction policy.”

“The government must consider advertising for licensed games of chance as part of its channelisation plans. But under no circumstances can the sky be the limit. Gambling advertising must be done within a clearly defined framework.”.