Belgium’s Parliament is set to open discussions on potentially pursuing a blanket ban on all forms of gambling-related advertising during live sports broadcasts, which would be implemented across all media verticals.
The discussion has been put forward by Christian Democrat CDV MP Koen Geens, who has detailed that Belgium’s Government has failed to ensure the appropriate safeguards against betting operators targeting minors and the vulnerable.
Geens seeks to implement a new five-point plan to tackle the increased exposure in betting advertising. Measures include;
- A ban on all gambling-related advertising during sports broadcasts
- A Belgium 8 pm watershed on advertising of gambling-related services
- Setting restrictions on a number of TV advertisements served by individual betting operators.
- Inclusion of gambling helpline numbers and information to be attached to all gambling-related advertising
- Steeper fines and penalties for betting operators and media owners that breach the new code of standards
The Christian Democrat Party has issued an industry stakeholder tender, detailing its planned actions and further stating that it seeks input on marketing and advertising standards from concerned parties.
Belgians news sources report that Geens industry mandate is well supported, following reports that a number of Belgium digital media owners had continued to promote ‘blacklisted operator’ services.
Belgian media owners have criticised the Belgium Gambling Commission for not providing ‘clarity’ on advertising standards, stating that terms remain vague with regards to digital marketing practices.