The decree, which bans almost all forms of gambling advertising, from television and outdoor advertising to social media, will come into force on 1 July next year. Only those actively seeking information about gambling and wishing to gamble can come across gambling advertisements. National Gambling Players Information Centre Foundation (SLICKS) calls for Belgian example to be followed in curbing gambling advertisements

The measure came in part from a Belgian survey in which over 28 per cent of heavy gamblers said ads encouraged them to gamble. Disadvantaged groups seem to be most affected by gambling ads. A dramatic 72% increase in the number of people voluntarily registering with the Belgian Exclusion Register - often a strong sign of problematic gambling behaviour - also contributed to the decision.

Gambling advertisement in the Netherlands

Similar factors are at play in the Netherlands, where online gambling has been legal for more than a year. For instance, according to research by CBS and the GGD, the online betting market opened at a time when Dutch people were particularly vulnerable psychologically due to the coronal shockdown. In the Kantar Institute study, 33% said they only started gambling after online gambling was legalised - and with relevant ads.