January 14, 2023 - 11:54 am

Advertising for gambling banned in Belgium from July 1, 2023

This spring, Attorney General Vincent van Quickenborn proposed plans to severely restrict gambling advertising in our country in light of the growing number of addicts in our country. The cabinet decided to go ahead with the plans today, after the Council of State and the European Commission did not object in principle.

Despite repeated promises by the Belgium gambling industry that gambling ads will not target vulnerable groups and addicts, in practice this often turns out to be a dead letter. According to Attorney General Vincent Van Quickenborne, recent testimonies also suggest that gambling addicts on the protected persons list continue to be bombarded with e-mails from gambling companies. As a result, major forms of gambling advertising will be banned and the circumstances under which gambling advertising is allowed will be strictly defined.

1 july 2023 no gambling commercials in Belgium anymore

The draft royal decree was finalised by the government today. Restrictions on gambling advertisements will take effect on July 1, 2023. The following forms of advertising are prohibited: advertisements on television, radio and cinemas; advertisements on websites and video ads; digital channels and social media platforms; advertisements in magazines or newspapers; placement of ads in public places; personalised ads through messaging services, text messages or social media and all printed advertising material.

Ethical rules

There are also strict ethical and formal rules to be followed by other forms of gambling advertising. Those who want to gamble can still do so. Only those who actively seek information about gambling and want to gamble will see gambling advertisements.

Sponsorship of sports clubs by gaming companies is also restricted. There will be a transition period to honour the current contract. From 1 January 2025, sports venues will ban all gambling advertisements.

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