Gambling in the researchers’ sights
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10 Mar 2026 •
Reading time: 3 minutes
Following a three-year research project on advertising and sponsorship in gambling, a team of university researchers is proposing, among other things, that gambling be considered a public health issue and that a total ban on its promotion be considered in order to better protect vulnerable groups.
Belgian research reignites the debate
In Belgium, the issue of gambling and its commercial promotion is back at the centre of public debate. After three years of research into advertising and sponsorship in this sector, a team of researchers, including Steffi De Jans, presented several recommendations aimed at reducing the risks associated with gambling. These were unveiled at the research project’s closing event. The researchers presented several avenues for reform aimed at creating a safer environment for gamblers and limiting the harm associated with gambling.
At the heart of these recommendations is a central idea: gambling should no longer be seen as mere entertainment, but as a public health issue requiring more ambitious policies.
Changing perceptions of gambling
For the researchers involved in this study, the first step is to change the way gambling is presented to the public. They believe that portraying gambling as mere entertainment contributes to trivialising an activity that can have serious consequences for some players.
Experts therefore believe it is necessary to break with this simplified view. Gambling must be recognised as an economic activity that can cause social and health problems.
Ban all advertising
Among the recommendations made by the researchers, one in particular stands out: the introduction of a total ban on gambling advertising.
Such a measure would aim to eliminate the numerous exceptions and grey areas that currently exist in the regulations. According to the researchers, partial or complex rules often create loopholes that allow promotional campaigns to continue to reach the public.
The researchers believe that the National Lottery should also be subject to this rule. In their view, the highly visible presence of its advertising campaigns also contributes to the normalisation of gambling in society.
Regulation that transcends borders
But limiting advertising will not be enough, experts warn. To be effective, any regulatory policy will also have to address the challenges posed by the digital and international environment.
Online platforms and foreign operators make regulation much more complex. Without cooperation, national rules risk being circumvented by actors operating from abroad or by advertising campaigns broadcast on international platforms.
Scientific research at the heart of decision-making
One of the key messages of the research project concerns the role of science in public policy-making. The researchers emphasise that regulatory decisions should be based on solid data and independent analysis of the effects of advertising and marketing.
During their work, they studied the impact of promotional campaigns and sponsorship strategies in the field of gambling. This research has provided a better understanding of how advertising messages influence consumer perceptions and behaviour. For scientists, this knowledge must now serve as the basis for developing more effective policies.
When presenting the results, Steffi De Jans thanked the participants and experts who took part in the discussions on the project. The exchanges provided an opportunity to compare points of view and consider possible solutions for reducing the risks associated with gambling.