Belgium as a warning to Europe: MEP on the impact of the gambling advertising ban  

Belgium is now one of the European countries with the strictest rules on gambling advertising. Virtually all advertising for online gambling has been banned in recent years, and sports sponsorship is also being phased out step by step.  

Nevertheless, Maltese MEP Peter Agius warns that an overly restrictive advertising ban could actually have an undesirable effect. According to him, there is a risk of a situation arising in which legal operators become virtually invisible, whilst illegal gambling sites continue to target players without restriction.  

He made these comments during a meeting of the European Parliament’s Committee on Petitions (PETI), where a petition calling for a European ban on gambling advertising was discussed.  

Belgium is leading the way with one of the strictest advertising bans  

In recent years, Belgium has introduced a series of measures to drastically reduce the visibility of gambling companies.  

Since 1 July 2023, licensed gambling operators have been prohibited from carrying out large-scale advertising via television, radio, cinemas, newspapers, magazines, billboards or in public spaces. Online marketing has also been significantly restricted, and personalised advertising is now subject to stricter conditions.  

The measures formed part of a broader strategy by the federal government to better protect vulnerable groups, particularly young people and young adults, from the risks associated with gambling. 

The sports sector has not escaped the new rules either.  

Since 1 January 2025, gambling advertising has been banned in Belgian stadiums. Furthermore, sponsorship on match shirts and other commercial displays is being phased out. From 1 January 2028, gambling logos will disappear completely from the shirts of professional sports clubs.  

Belgium is therefore considered one of the most strictly regulated gambling markets in Europe.  

Agius fears that players will simply turn to illegal operators  

According to Peter Agius, protecting minors and preventing gambling addiction are, of course, essential.  

Nevertheless, he questions the effectiveness of a virtually total ban on advertising.  

According to the Maltese MEP, there is a risk that players will find it increasingly difficult to locate legal operators. After all, illegal gambling sites pay little heed to national advertising regulations and remain visible via social media, search engines, influencers and foreign websites.  

According to Agius, this creates an uneven playing field.  

Legal operators invest in licences, age verification, responsible gambling and anti-money laundering measures, whilst illegal operators can reach the same players without having to meet comparable obligations.  

The Belgian figures show just how topical this debate is  

Agius’s warning is in line with recent figures on the Belgian gambling market. 

According to research firm H2 Gambling Capital, only 62 per cent of Belgian online gambling expenditure now remains within the licensed sector. This means that nearly four in ten euros are now spent with providers without a Belgian licence.  

Although several factors play a role in this, industry organisations see the limited visibility of legal providers as one of the causes.  

When consumers can barely distinguish between licensed and illegal providers, it becomes more difficult for the regulated market to keep players within the legal framework.  

Research points to greater risks with illegal operators  

During the meeting, Agius referred to research carried out by Strategy& (PwC) on behalf of the French regulator ANJ.  

According to that research, 66 per cent of players on illegal gambling sites exhibit problematic gambling behaviour, compared with 22 per cent of players at legal operators.  

For Agius, these figures underline that consumers actually benefit from a strongly regulated market.  

Licensed operators must comply with comprehensive rules on age verification, betting limits, duty of care and the identification of high-risk gambling behaviour.  

Illegal operators often lack such protective measures entirely.  

Belgium is trying to protect players, but the question remains as to whether it is working effectively  

In recent years, the Belgian government has clearly opted for maximum consumer protection. 

In addition to the advertising ban, stricter rules were also introduced regarding bonuses, marketing and the accessibility of gambling.  

Critics, however, point to a potential downside.  

If legal operators are virtually invisible, whilst unlicensed foreign websites remain easily accessible via the internet, it may become more difficult for players to recognise a safe operator.  

That risk is growing now that thousands of illegal gambling sites are actively targeting European consumers.  

European debate on gambling advertising continues  

The consideration of the petition does not automatically mean that European legislation will be introduced.  

The Committee on Petitions may decide to request further information from the European Commission, to investigate the matter further or to close the case.  

However, the discussion does highlight that the differences between Member States are growing ever wider.  

Whilst Belgium has now opted for a virtually complete ban on advertising, other countries still apply considerably more lenient rules. At the same time, the same concern is growing everywhere: how do you protect players without actually pushing them towards illegal operators?  

Belgium could set an example for the rest of Europe  

The Belgian experience is likely to play a significant role in the European debate in the coming years.  

Supporters point out that less advertising reduces exposure for young people and vulnerable groups. 

Opponents, including Agius, fear, on the contrary, that the visibility of licensed operators will decline too much, thereby giving illegal operators more scope.  

With a channelling rate of just 62 per cent, a virtually total ban on advertising and a sports sector set to phase out gambling sponsorship entirely from 2028, Belgium has become a prime example of the question plaguing the whole of Europe: how far can you go with advertising restrictions without undermining the regulated market itself?