By the end of the year, almost all forms of gambling advertising in Belgium could be prohibited after the proposal of Minister of Justice Vincent Van Quickenborne, who has included it in a draft royal decree.
The initiative has already been approved by six ministers, but still needs approval from the European Commission, as well as input from the Council of State.
Gambling platforms and companies would no longer be able to advertise via spots on television, radio or in movie theaters. The ban would also include advertisements on or via websites, social media, SMS, advertising printed matter, magazines, newspapers and posters on the streets. All existing advertising and sponsorship agreements would have to end in October of next year.
Sports betting platforms would also no longer be allowed to engage in sports sponsorship, although there is a transitional measure until 2025. Until then, gambling companies would only be able to advertise by using the brand name or logo, both on the shirts and in the stadiums. The use of advertising slogans is already prohibited, as is playing commercials on screens or through loudspeakers in stadiums.
The proposal was met with heavy criticism from local operator association Bago, which said the ban would not benefit the consumer and instead make it more difficult for players to distinguish between legal and illegal operators.
Referring to a recent survey from UGent, Bago said one in three operators that advertise games of chance on social media in Belgium do not hold licences in the country and are therefore operating illegally.
As such, Bago said the ban on legal operators advertising could lead to an increase in the number consumers gambling with these unlicensed operators, which do not offer the same protection measures as those that are approved to offer gambling in the country.
Bago also noted that the ban would not apply to the National Lottery, which is also the largest advertiser of gambling Belgium, accounting for approximately 40% of all gambling ads in the country.
“Studies show, however, that no game of chance is without risk and that, for example, scratch games carry a risk similar to that of sports betting,” Bago said. “One can therefore wonder whether the government is really taking a decision here in which concern for the consumer is central.”
Instead of an outright ban, Bago proposed developing a general legal framework to impose duty of supervision on the entire legal market in Belgium.
Van Quickenborne’s initiative caught the Gaming Commission (GC), Kansspelcommissie, by surprise. It, among other things, is responsible for monitoring and implementing gambling protection. It opposes a general ban on gambling advertising. The GC would prefer to implement controls that can target young people and those with gambling problems.
The Reformist Movement (RM) government party is also against the ban. However, it does not provide a competent minister and cannot, therefore, stop the draft and, ultimately, the Royal Decree.
Source: GMB / iGB / Casino.org
