Belgian study puts pressure on the future of gambling advertising  

The debate over gambling advertising is becoming increasingly heated. Whereas a few years ago policymakers were mainly discussing the amount of advertising that should be permitted, the focus is now shifting to a more fundamental question: should gambling advertising be banned altogether?  

In both the Netherlands and Belgium, this call is growing ever louder from the scientific community. It is striking that Belgian researchers appear to be going a step further than their Dutch counterparts.  

The Trimbos Institute recently published an analysis on whether a total ban on gambling advertising could help reduce gambling-related harm. The conclusion is clear. According to Trimbos, the available scientific evidence shows that a ban on gambling advertising can be an effective measure to reduce exposure, counter normalisation and, above all, better protect young people.  

In Belgium, the researchers behind the four-year GAMSPON project have reached similar conclusions. They too argue that exposure to gambling advertising and sponsorship is linked to increased gambling intentions, more gambling behaviour and a greater normalisation of gambling. According to the research, advertising plays a significant role in how people perceive gambling and how acceptable they find gambling behaviour.  

Belgian researchers go a step further 

Whilst Trimbos focuses on whether an advertising ban can be effective, the Belgian researchers explicitly discuss a total ban on gambling advertising and sponsorship as the most far-reaching policy option.  

The GAMSPON report describes a complete ban without exceptions as the most consistent way to structurally counteract the normalisation of gambling. According to the researchers, partial bans do not prevent gambling companies from finding new ways to remain visible.  

According to the report, as soon as one form of marketing is restricted, attention shifts to other channels, brands or sponsorship arrangements. As a result, consumers, and young people in particular, continue to come into contact with gambling brands.  

The researchers point to sports sponsorship, spin-off brands, digital marketing and social media, among other things, as examples of channels which, in their view, still contribute to the visibility of gambling companies.  

Gambling increasingly viewed as a public health issue  

It is striking that both Trimbos and GAMSPON are increasingly approaching gambling from a public health perspective.  

According to the Belgian study, the debate is not only about individual responsibility, but also about the environment in which people are constantly exposed to gambling products and gambling marketing. The researchers compare this development with earlier discussions surrounding tobacco and alcohol. 

Trimbos also refers to international recommendations from, among others, the World Health Organisation and the Lancet Public Health Commission, which describe gambling as a growing public health issue.  

From this perspective, the focus shifts from the individual gambler to factors such as availability, visibility and marketing.  

Young people are the focus  

An important argument for further restrictions remains the protection of young people.  

According to the Belgian research, young people and young adults are among the groups most frequently exposed to gambling advertising. Furthermore, the studies show that normalisation plays a significant role in the relationship between advertising and gambling behaviour. When gambling is more visible, it is also more readily seen as a normal part of daily life.  

Trimbos points to similar risks. According to the institute, young people in particular benefit from strict restrictions on gambling advertising, as they are less exposed to marketing messages that make gambling appealing.  

The debate is not yet over  

Nevertheless, the growing scientific consensus does not mean that the political debate has been settled. 

Opponents of stricter advertising restrictions regularly highlight the importance of advertising in channelling customers and keeping the legal offering visible. Proponents counter that the evidence supporting this claim is limited and that the focus should primarily be on preventing gambling-related harm.  

What is becoming clear, however, is that researchers in the Netherlands and Belgium are increasingly moving in the same direction. Both no longer view gambling advertising as a neutral marketing tool, but as a factor that can contribute to normalisation, increased gambling behaviour and, ultimately, greater gambling-related harm.  

The main difference is that Belgian researchers are already openly discussing the most far-reaching measure of all: a total ban on gambling advertising and sponsorship.