Does a stricter affiliate policy in Belgium protect players, or does it actually help the illegal gambling market?
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17 Jul 2026 •
Reading time: 3 minutes
The Gaming Commission (GC) is tightening the reins further on affiliates. Whereas the focus was previously mainly on stricter controls and clear rules regarding advertising, the interpretation of the law now appears to be being tightened once again. Only websites whose primary focus is online gambling would still be eligible to collaborate with licensed providers.
The intention behind this approach is clear: to better protect consumers and further limit the visibility of gambling advertising. Yet the measure raises an important question. Does this actually make players safer, or does it simply shift some of the traffic towards operators who pay no heed to Belgian regulations?
Less legal information, less insight into the player
Licensed gambling providers operate under strict conditions. They must carry out age verification checks, protect players, promote responsible gambling and comply with comprehensive regulations.
Affiliates working with these providers, on the other hand, direct players specifically to these regulated offerings. By further restricting the scope of these websites, the amount of legal information is also reduced. Comparisons, reviews and explanations of licences are disappearing from an increasing number of platforms.
This makes it more difficult for consumers to distinguish between a licensed casino and an illegal provider.
Illegal operators do not comply with any regulations
Whilst Belgian licence holders and their marketing partners are facing an increasing number of restrictions, this is not the case for the illegal market. Foreign casinos without a Belgian licence remain visible via search engines, social media and international affiliate networks.
They are not required to comply with Belgian advertising rules, warning obligations or responsible gambling limits. This creates an uneven playing field in which the regulated market risks losing ground.
Channelling remains the key indicator
Belgian gambling legislation ultimately revolves around a single objective: directing players towards licensed providers. This principle is known as channelling.
When legal providers become increasingly difficult to find, there is a risk that players will turn to websites operating outside the GC’s supervision. That is precisely the opposite of what the regulations are trying to achieve.
In other European countries, too, the question is therefore being asked more and more frequently: where does the line lie between consumer protection and restricting the visibility of legal offerings?
Striking the right balance remains a challenge
No one would dispute that vulnerable players deserve protection. The question, however, is whether ever-stricter restrictions on licensed operators and their affiliates are the right solution.
As long as illegal casinos remain easily accessible online, there is a risk that new measures will primarily affect the regulated market. The coming period will show whether the stricter policy actually leads to better consumer protection, or whether it instead gives the illegal market more scope to reach Belgian players.
The debate on affiliates is therefore no longer just about marketing. It touches on the very heart of Belgian gambling policy: how do you ensure that players choose a safe, licensed provider without making those providers virtually invisible?