In Belgium, the debate on gambling advertising and sponsorship is intensifying. For the first time, citizens are being invited to share their experiences and opinions in discussion groups organised by Sciensano and Ghent University.
Giving a voice to those most affected
Should gambling-related advertising and sponsorship be restricted or even banned? The question divides the authorities, public health experts and gamblers themselves. In Belgium, the debate is taking a new twist: the Gaming Commission, in collaboration with Sciensano and Ghent University, is launching a series of focus groups to hear directly from those affected.
These meetings, scheduled to take place between September and November 2025, aim to understand how the public perceives the effects of gambling advertising, and also to identify what is working and what is failing in current policies.
The initiative is not limited to a traditional survey. It takes the form of supervised discussions lasting up to an hour, where participants can share their experiences, concerns and suggestions.
In particular, the researchers want to know how advertising influences gambling habits, and whether sponsorship – particularly in sport – helps to trivialise risky behaviour. The testimonies are expected to contribute to a wider debate on the limits to be imposed on operators.
Often painful experiences
For many people, gambling is not just a form of entertainment. It can be a source of family tension, financial difficulties and even health problems. The Commission is asking some straightforward questions:
- Have you ever encountered problems related to gambling, whether at home, at work or in your health?
- How do you see the role of advertising in these situations?
By giving the public a voice, the researchers hope to gather authentic accounts that reflect reality beyond the figures.
Encouraging people to take part
To encourage people to get involved, each participant will receive a symbolic reward in the form of a €30 shopping voucher. More than a financial incentive, this is above all a recognition of the time and importance given to the testimonies.
The sessions will take place mainly face-to-face, at venues adapted to the number of participants. A clear sign that the approach is intended to be close, human and accessible.
A major societal issue
The issue of gambling advertising goes beyond Belgium’s borders. It concerns the whole of Europe, where operators are multiplying their campaigns online and in stadiums.