Profitable collaborations between established sports institutions and companies within the gaming industry present essential resources, which contribute to the ongoing expansion of these clubs. However, with growing concerns over a surge in sports betting practices and consequent increase in hazardous or problematic gambling behaviours, nations across Europe are implementing more stringent rules. Not only does this apply to sponsorships from the gaming industry, but to external advertising as well, with Belgium front and center to put these robust rules into action.
In the preceding year, Vincent Van Quickenborne, Belgium’s Minister of Justice, suggested amendments regarding the promotion of gambling activities. The proposed amendments included a severe ban on advertising for gaming in an attempt to diminish problem gambling and concurrently lessen the visibility of such undertakings. The proposed amendments were quickly noticed by regulated gambling industries and sports associations, which pursued legal proceedings through 11 courts, advocating against the sweeping prohibition on gambling advertisements and the stringent new measures.
As present circumstances would have it, those efforts were unsuccessful at least temporarily, as the legal actions have been dismissed, paving the way for the new rules to be enforced, kicking in from July 1, 2023, according to a report published by Het Nieuwsblad. Vincent Van Quickenborne responded on the subject, stating: “Hopefully this will finally dissipate all lobbying attempts and legal interference attempts from the gaming sector and sectors hooked on gaming revenue.”
Implementation of Stringent Measures From July
The enforced restrictions will substantially diminish avenues for advertising gambling activities in Belgium. As of July 1, it will no longer be permissible to broadcast gambling ads on television, in cinemas or via radio or social media platforms.
The rules forbid advertisements on websites, as well as in newspapers and magazines. Gambling ads won’t be permitted in public spaces, whether in the form of banners, posters, or stickers. Furthermore, all types of printed gambling advertising are banned, and customizable ads disseminated through post, online messaging platforms, social media or emails are strictly prohibited.
According to the new rules, business owners such as casino operators are only permitted to position the name and logo of their establishment at the front of the venue. Inside betting locations and casinos, advertising would be permitted.
These stringent measures resonate with the regulatory changes currently underway in Belgium’s neighboring country, the Netherlands. In a similar vein to Belgium, the country also plans the introduction of a gambling advertising ban from July 1, only with even more stringent measures.
The displeasure of betting and gaming companies in Belgium over the impending changes to gambling advertising is evident. Sports institutions have also expressed concerns, notably football clubs with established partnerships with gaming operators. While future appeals and court cases aren’t impossible, it’s likely these legal actions will occur after the ban has already been implemented.
