Gambling advertising in Belgium faces restrictions

Gambling advertising restrictions in Belgium will impact online gambling.
Gambling advertising restrictions in Belgium will impact online gambling.

This Saturday, gambling advertising in Belgium will be restricted as iGaming operators will no longer be allowed to promote their business on TV.

Belgium.- Back in October, Belgian lawmakers passed restrictions for online gaming advertising in the country. Such restrictions will be enforced this Saturday, June 1, and will impact on iGaming operators.

Gambling advertising restrictions in Belgium involve a prohibition for iGaming operators to promote themselves on TV. It includes both A+ and B+ gaming licence holders, or casino and gaming hall licensees.

Such operators will only be allowed to advertise on sites licensed by the Belgian Gaming Commission (BGC). Furthermore, they are cleared to conduct personalised advertising, using user behaviour and interest data to target players.

“This ban is a step forward for the limitation of advertising for games of chance,” BGC president Etienne Marique said.

The restrictions

The discussion began in October 2017, when CDV (Christian Democrats) Minister of Justice Koen Geens won cross-party support to forward the mandate. However, it was only in October 2018 when the authorities announced they would advance with several directives, including the advertising ban.

According to recent updates, online casino operators will only be allowed to promote their services on government approved websites and with further restrictions. In addition, sports betting will be forbidden to be advertised on TV before 8pm, while no marketing will be permitted during live sports broadcasts and celebrity or athlete endorsements will be banned as well.

In this article:
Belgium legislation