“It is time for everyone to accept the new reality: from 1 July, the tidal wave of gambling advertising in our country will be over,” said van Quickenborne.
“As of 1 July, we are finally fully protecting the many addicted gamblers and their families from its devastating impact. With these measures we will also protect minors against its normalising effect.”
From 1 July, most forms of gambling advertising are to be banned nationwide. This includes on television, radio, in print and online. In contrast with the Dutch gambling advertising ban – which is to also enter into effect on 1 July – the Belgium case makes no distinction between untargeted and targeted advertising, with personalised advertising also set to be prohibited.
The kinds of gambling advertising tolerated is to be minimal. For instance, the name and logo on the retail premises of a casino, slot parlour or betting shop will be allowed. As will placing gambling advertising on your own gambling website and unsponsored posts on social media accounts.
The industry noted that the government has allowed the country’s largest gambling operator, the National Lottery, to continue. The lottery – which is 40% of the gaming market in Belgium – came under criticism in June last year for what some considered to be inappropriately lobbying for an advertising ban for which it would be exempt.
Gambling sponsorship will remain in place for now. However, the government has also issued a phased ban of the activity, with stadium and team sponsorship to end in 2025 and 2028 respectively.
