Liège sans Pub takes aim at Bwin adverts
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10 Jun 2026 •
Reading time: 4 minutes
A Bwin advertising campaign is the subject of a complaint lodged by the group Liège sans Pub with the Gaming Commission. The group is calling for the removal of the posters, particularly those displayed near schools.
A sports betting campaign in the spotlight
In Liège, posters bearing the Bwin brand have recently been displayed in public spaces. This advertising campaign has prompted a strong reaction from the Liège sans Pub group, which has decided to lodge a complaint with the Gaming Commission. At the heart of this protest: the absence of messages warning against addiction, the lack of any indication of the minimum age, and the presence of certain posters in the immediate vicinity of schools. For Liège sans Pub, the campaign does more than simply occupy public space: it raises a fundamental issue regarding the way in which sports betting is presented to passers-by, including the youngest members of the public.
The complaint therefore seeks to have the posters in question removed. The collective also hopes that the company behind this campaign will be called to order.
Posters near schools
According to reports, several campaign posters are located in the immediate vicinity of schools in Liège. The collective believes that this location highlights the urgent need for action, as it potentially exposes minors to advertising related to sports betting.
Liège sans Pub is therefore calling, as a matter of priority, for the removal of posters located near schools. However, this request is not limited to these locations. The collective takes a broader objection to the campaign, which it considers problematic in both form and message.
The word ‘vote’ at the heart of the controversy
One of the most criticised aspects concerns the vocabulary used by the campaign. According to Xavier Jadoul, the posters do not refer to ‘betting’, but to ‘voting’. In his view, this choice creates confusion about the true nature of the activity being promoted:
“There is a kind of deception because it talks about sport, but it is clearly about sports betting. On the website, that is what we are being invited to do: to bet.”
Liège sans Pub has therefore referred the matter to the Gaming Commission. The group hopes to secure the removal of the posters and a formal reprimand for the company responsible for the campaign. This complaint aims to turn public criticism into an official action.
A ban that is difficult to enforce
The proceedings come at a time when betting advertising is subject to specific regulations. However, according to the chair of the Gaming Commission, the current situation does not necessarily allow for simple and direct intervention.
A Royal Decree prohibits betting advertising. But the campaign in question appears to fall into a more complex area. Magali Clavie, chair of the Gaming Commission, states that, in its current form, the legislation “does not allow us to take action”.
Her explanation lies in the way the campaign is structured: it directs users to a media platform bearing the betting company’s name. This setup makes it more difficult for the Commission to intervene. Legal challenges have also limited its scope for action.
The existence of a legal framework does not always guarantee immediate or full enforcement when faced with advertising campaigns designed in an indirect manner. The advertising would not present itself directly as an invitation to gamble, but would take a detour via a media outlet bearing the brand’s name.
Magali Clavie claims to have secured Bwin’s removal of its posters near schools. This initial development partially addresses one of the main demands of Liège sans Pub, but it does not resolve the entire controversy. The chair of the Gaming Commission wishes to go further. She states that she wants “the removal to be much more widespread”.
Liège sans Pub is waiting for action
With its complaint, Liège sans Pub is seeking a concrete decision. The removal of posters near schools is already a first step, according to the chair of the Gaming Commission. But the group is hoping for more: a wider removal and a stern warning.