Belgium is slashing gambling ads in an effort to stop the normalization and trivialization betting and gaming. This decision was signed by King Philippe. It comes amid what Belgians call a “tsunami” of advertising.
The Royal Decree signed the Belgian King will severely limit gambling ads starting July 1, 2023. This measure is intended to reduce gambling-related debt and problem gambling in the country.
The rules will go into effect immediately on July 1st, but there will be a transition period to allow the industry to adapt, Justice Minister Vincent Van Quickenborne stated.
Van Quickenborne, the man who coined the phrase “tsunami in advertising”, stated that Belgian citizens are continually bombarded by gambling ads. He noted that the government is concerned about the adverse effects these ads have on locals and argued that they encourage irresponsible gambling. Van Quickenborne said that constant advertising makes it difficult for problem gamblers overcome their addiction.
Belgium will continue to tighten the rules
Belgium started its fight against gambling in 2022, when it restricted gambling in newspapers shops. The government followed up with a restriction on how much players could spend online. The government also banned gambling advertisements from radio and TV channels.
Gambling ads on social media platforms and websites will be prohibited under the new system. Since they are banned, real-life posters won’t be an alternative.
Belgium will continue its war against gambling ads, but this is not the end. It plans to ban all gambling advertising in sports stadiums. All imagery relating to gambling companies will be removed starting January 1, 2025.
Additionally, restrictions will be placed on sponsorship deals between operators and sports clubs starting January 1, 2028. This announcement was made by the Belgian government in advance and is consistent with current contracts.
Some people aren’t happy with the changes, as gambling companies are often the largest sponsors of pro-sporting events. Some people believe the ban on advertising may lead to the “end” of soccer, at least in the way that it is currently understood.
It is important to mention that gambling ads may still target people who are actively looking for gambling content.
