Belgium is gearing up to enforce stringent gambling advertising restrictions. These changes, initiated by Vincent Van Quickenborne, Belgium’s Minister of Justice, aim to substantially reduce the exposure of gambling products.

Van Quickenborne’s proposal last year stirred considerable controversy, inciting sports organizations and the regulated gambling industry to challenge the ban on gambling advertising through lawsuits filed across 11 courts. However, the litigation attempts proved unfruitful as the courts dismissed the lawsuits, paving the way for the new regulations to take effect from July 1, 2023.

Under these new rules, the visibility of gambling ads in Belgium will be drastically reduced. There will be a blanket ban on gambling commercials on TV, radio, social media, and cinemas. The restrictions extend to newspapers, magazines, websites, and public spaces such as billboards, posters, and stickers. Furthermore, personalized advertisements sent via post, online messaging services, social media, or emails will also be prohibited.

The legislation does permit some minimal exposure. For instance, casino owners can display their name and logo at their business premises. Also, advertisements inside betting venues and casinos will still be permitted.

The Netherlands, Belgium’s neighbor, is following a similar trajectory, albeit with even stricter constraints on gambling advertising.

As these changes loom, gaming and betting companies in Belgium are understandably disgruntled. Likewise, sports organizations, particularly football clubs with existing deals with gambling operators, are also apprehensive. Though future appeals and court cases are not ruled out, they are likely to occur post-implementation of the ban.

https://igaming.org/casino-news/belgium-readies-for-stringent-gambling-advertising-rules-despite-industry-pushback/