Belgium agrees severe restrictions on gambling advertising
Online casino ads banned entirely as sports betting ads also severely restricted
The Belgian government has banned the advertising of online gaming in the country while also imposing severe restrictions on sports betting advertising.
The measures, which were first proposed by Belgian minister of justice Koen Geens in June, are aimed at curtailing the perceived excessive advertising on TV, radio and social media in Belgium.
Online casino operators are now limited to advertising on their own website.
Under the new measures, advertising of online sports betting during live sporting events has been entirely banned, while all other sports betting advertising can only take place after the 8pm watershed.
Robbe Verbeke, senior associate at Belgian law firm Pharumlegal, said the extreme measures had been implemented after self-regulation had failed to limit the number of ads and talks between various stakeholders had broken down.
All gambling adverts must now also include warnings about problem gambling, with authorities now being given powers to fine operators for failing to comply. Operators are banned from using athletes or celebrities as part of their marketing materials and from targeting platforms or media accessible by minors.
Verbeke questioned the effectiveness of Belgian authorities in enforcing the new measure. He said: “The big question is whether this decree is entirely foolproof, as regards how it is worded, and as regards the competence of the federal government to impose certain restrictions embedded in it. It would not come as a complete surprise if a gambling operator (or several) would file a request for annulment of this decree before the council of state (administrative court). Only then will we know.”
Finally, a new cap on bonuses has been introduced, limiting operators to offering bonuses of a maximum of £240 a month. Players are likewise limited to depositing a maximum of £436 each week on operator sites, with no credit card-based deposits being allowed.
Verbeke said operators have little option but to adhere to the new laws for now. He added: “If not, they risk losing their license and then they can no longer operate their gambling activities in Belgium. So, to the extent that the decree would survive legal scrutiny (if it would be attacked), it will change the advertising landscape on the Belgian gambling market.”