The surge of gambling advertising on social media is sparking debate worldwide.
In Poland, a bill is now on the table to make influencers criminally liable for promoting illegal gambling sites.
“In Belgium, we tackle the casino, not the influencer,” says a specialized gambling expert.
The Belgian approach differs significantly from the Polish course, where prison sentences loom for online promoters.
Poland proposes prison time for promoting illegal sites
The bill in Poland comes at a time when influencers are increasingly being used by illegal online casinos to attract new players. The Polish parliament will soon discuss whether promoting unlicensed gambling platforms will become a criminal offense. Under the proposal, illegal promotion could lead to prison sentences ranging from three months to five years.
Other countries are reacting as well. In Australia, an influencer with over 800,000 followers came under scrutiny after it was revealed he was promoting a crypto casino. In Brazil, police conducted an investigation into a couple steering followers toward illegal operators.
In Belgium, the provider is primarily liable
Legally, responsibility is viewed differently in Belgium. While promoting illegal gambling sites is prohibited, it is primarily the gambling companies themselves that face penalties—not automatically the influencer sharing their link. The Gambling Commission states that the use of influencers for promotion by an illegal operator is a serious infringement, but it mainly sanctions the entity offering the service.
A lawyer specializing in gambling law explains:
“Belgian law looks at the source of the advertising. Whoever operates the site bears the consequences. The influencer can be held accountable, but they are not the first in the line of fire.”
Blurring lines on social media
The Polish approach highlights how countries are struggling with the international nature of online gambling advertising. Platforms like Instagram, TikTok, and Twitch make it easy to disseminate ads—often without clear mention of licenses or regulations. To many followers, a promotion seems legitimate, whereas in reality, it concerns an illegal provider operating without oversight.
For the time being, Belgium opts for nuance. According to the Gambling Commission, the focus remains on clear warnings and punishing the operator. Whether that will suffice in the long term remains the question, as more countries move to intervene more harshly.