Is Belgium a pioneer in the fight against gambling advertising, or is it lagging behind? While neighbouring countries are tightening their rules, our country has opted for strict restrictions on sponsorship and visibility. The question is being asked more and more often: is Belgium leading the way, or is it simply responding more quickly to the same pressure?
The playing field has changed dramatically in recent years. Whereas gambling companies used to have a prominent presence in sport and online, the government has tightened the reins. Advertising has been severely restricted and sponsorship has come under fire. This places Belgium at the centre of a broader European movement.
How Belgium compares to the Netherlands and Italy
In the Netherlands, there is a complete ban on gambling promotion via influencers. Belgium is on the same page when it comes to reducing visible marketing. The focus is clearly on protecting minors and young adults.
Italy went even further with an almost total ban on gambling advertising. Only state lotteries are exempt. Belgium did not opt for a complete zero-tolerance policy, but did impose strict restrictions on sponsorship and commercial visibility. In that respect, it positions itself between the Netherlands and Italy.
The debate does not end there. Clubs and gambling companies in Belgium have taken legal action to challenge the advertising ban. They argue that a total ban will not deter players, but may push them towards unlicensed providers.
The UK and online control
The United Kingdom is known for its extensive regulation of online gambling. There, the emphasis is strongly on supervision, compliance and clear licensing conditions. Advertising is permitted, but under strict rules and with clear warnings.
Belgium follows a similar line in terms of control, but combines this with stricter restrictions on visibility in sport. This makes the policy remarkably strict compared to some other markets.
European pressure and free movement
The debate takes on an extra layer due to European rules on the free movement of services. Within the European Union, operators licensed in one Member State cannot simply be treated differently in another Member State. This creates legal tension when Belgium imposes stricter restrictions.
International pressure and social concerns about young people play a major role. Social media, influencer marketing and online advertising are under scrutiny. Governments want to show that they are taking action.
Belgium is not alone in this. The country is moving in line with a broader European trend, but is opting for clear boundaries. Whether this is pioneering work or a logical response to international developments remains a matter of debate.