Belgium: gambling companies constantly find new loopholes to bypass regulations 

In recent years, Belgium has introduced one of the strictest regimes for gambling advertising in Europe. Yet, gambling brands remain visible in the daily lives of many Belgians. 

According to researchers, this is no coincidence. 

In their new report, researchers from Ghent University and Sciensano state that gambling companies continuously find new ways to remain visible as soon as existing advertising channels are closed off. This creates a cat-and-mouse game between the legislator and the sector, where marketing techniques often evolve faster than regulations can follow. 

Marketing shifts to new channels 

According to the study, Belgian regulations have not caused the visibility of gambling companies to disappear entirely. 

The researchers point out that gambling marketing is increasingly shifting from traditional advertisements to hybrid forms of communication. In doing so, commercial messages are integrated into other types of content, making it less obvious for consumers to recognize that it is advertising. 

In addition, the researchers cite digital marketing, social media, sports sponsorship, and alternative brand constructions as examples of channels that, in their view, still contribute to the visibility of gambling companies. 

Sports sponsorship remains a point of discussion 

One of the most discussed examples in the report is sports sponsorship. 

According to the researchers, the distinction between professional and amateur clubs creates room to move marketing activities to less strictly regulated sports environments. It is precisely there that many young people come into contact with sports and sponsors. 

Furthermore, the researchers refer to so-called derivative brands. According to them, news platforms, media brands, or social initiatives are deployed which, although not directly presented as gambling products, remain recognizably linked to a gambling operator. 

Legislation lags behind digital reality 

A recurring theme in the report is what researchers describe as a “tempo gap.” 

According to them, digital products, new forms of marketing, and online communication develop faster than legislation can be adapted. As a result, new loopholes constantly emerge that are not explicitly covered by existing rules. 

According to the researchers, this partly explains why exposure to gambling advertising and gambling sponsorship remains visible, despite the tightened regulations. 

Call for a system approach 

To tackle this problem, the researchers advocate for what they call a “system approach.” 

Instead of regulating separate forms of advertising, they argue that the entire ecosystem surrounding gambling marketing should be examined. This involves not only advertisements, but also sponsorship, social media, influencers, derivative brands, and other indirect forms of visibility. 

The researchers warn that isolated measures often have only a temporary effect. 

When one door is closed, they say a new one opens somewhere else. 

It is precisely for this reason that they plead for a broader approach that takes into account the speed at which marketing strategies change and new loopholes emerge.