SBC News Voice of the Sports Betting Industry
The government of Belgium has been urged to increase funding and resources available to the Kansspelcommissie to help the Gambling Commission enforce new rules and penalise illegal gambling websites.
The recommendation was endorsed by researchers conducting an evaluation of “Belgium’s Gambling Advertising Ban” – primarily funded by the Federal Ministry of Justice.
On 1 September, Belgium adopted new rules raising the minimum age for all gambling segments (online and retail) to 21 years and adding an outright ban on bonus inducements to its Royal Decree on Gambling.
In July 2023, Belgium’s government authorised a Royal Decree banning gambling advertising across all mediums, including TV, radio, outdoors, magazines, newspapers, and in public spaces. Online advertising on websites and social media was further prohibited.
Further restrictions are set to follow as Belgium will apply a ban on gambling advertising in sports stadiums from 1 January 2025 and on all forms of gambling sponsorship in sports by 1 January 2028.
The Decree was initiated by former Justice Minister Vincent Van Quickenborne, who authorised “Europe’s toughest measures to combat gambling addiction and problem gambling debts.”
A year since the Decree’s enforcement, researchers maintain that Belgian audiences remain unaware of the ban as gambling sponsorships continue to be visible, predominantly in football stadiums and broadcasts.
As detailed: “A key observation highlights the partial nature of the ban. Gambling advertising has become significantly less visible in public spaces, on the radio, on television, and on social media. However, some of the most prominent forms of marketing, such as sports sponsorship, are still visible and prevalent, thus exposing and targeting multiple vulnerable groups to promotions for gambling.”
Further insights detail instances of the ban being infringed upon by “incidental advertising during sports broadcasts, product placements, and advertising on rights holders’ websites and social media channels” – as infringements which have gone unpunished by the Gambling Commission.
As such, researchers maintain significant concerns about the exposure of vulnerable groups, particularly children, to gambling advertising through existing channels. Forthcoming bans on gambling sponsorships in stadiums and sports are endorsed as necessary to reduce the normalisation of gambling and prevent gambling-related harms.
The report dismisses the common industry argument that a total ban on gambling advertising will drive customers “to unregulated, illegal, and thus unsafe gambling markets,” noting that this is not supported by scientific evidence. No such shift has been observed in Belgium, where gambling itself is not banned.
Belgian consumers who search for gambling products online (such as via search engines) are still directed towards legal operators, as this form of advertising remains permitted.
Yet, the enforcement of the Royal Decree remains inconsistent, as the Kansspelcommissie, the body responsible for enforcement, faces operational challenges due to being underfunded and understaffed.
Enforcement concerns saw researchers highlight a low collection rate for fines related to gambling law breaches—only 21% in 2023. They emphasise that “a strong, independent gambling authority is essential to ensure that such a ban is not merely symbolic.”
Over a five-year period, the Kansspelcommissie is reported to have only recovered approximately 11% of the fines imposed in recent years. This inefficiency has resulted in over €5 million in lost revenue for the state treasury.
The Kansspelcommissie has been noted as slow in its response to threats and in activating IP blocks against blacklisted websites operating from non-European jurisdictions, particularly Curacao.
Insights call for “a more comprehensive public health approach to regulate gambling, including a total ban on gambling advertising and stricter measures against the most harmful gambling products.”
Researchers conclude that without proper enforcement, the existing Royal Decree regulations risk being ineffective. The Belgian government is recommended to not only provide more resources but also consider restructuring the Kansspelcommissie to enhance its capabilities in monitoring and penalising violations effectively.
