According to the annual report of the Gaming Commission, the 2024 advertising ban has had a noticeable impact. Both providers and players felt the effects. Gambling operators had to revise their strategies, while players were less exposed to enticing ads.
The rules restricted promotion on television, radio, in print media and on social networks. In particular, the visibility of gambling advertising in sports was reduced. The Commission argues that these restrictions are a first step towards a safer gaming environment.
Clubs look for creative ways around ban
Although the advertising ban is enshrined in law, some parties are looking for loopholes. Several Belgian football clubs keep gambling advertising visible through shirts, boards or sponsorship deals that fall just within the rules. This causes frustration among regulators.
The Gaming Commission stresses that such shortcuts undermine trust. If companies or clubs actively look for loopholes, the policy misses its target: reducing exposure among vulnerable groups.
Key points on gambling advertising according to GC report 2024
| Topic | Content / Fact |
| New gambling advertising rules | Ban on gambling advertising via TV, radio, print media and online platforms since 2024 |
| Purpose of ban | Protect vulnerable players, especially young people |
| Impact according to Gaming Commission | Visible drop in advertising exposure among players |
| Reaction from sports clubs | Clubs look for ways to keep advertising visible through shirts and other sponsorship deals |
| Risk of circumvention | Undermining of legislation; Gaming Commission speaks of “false solutions” |
| Criticism from society | Growing call for total advertising ban |
| Argument from opponents | Current rules are not enough, young people remain exposed |
| Position Gaming Commission | Restrictions are a good start, but expansion seems “inevitable” |
| International comparison | Belgium follows other countries with stricter regulations |
Call for total ban grows louder
The public debate on gambling advertising has grown brighter in 2024. Critics are calling for a total ban, as in some other European countries. According to them, the current restrictions are not enough, especially for young people who are increasingly playing online.The Gaming Commission acknowledges in its report that pressure is mounting. It calls further restrictions “inevitable” if companies do not take responsibility. The balance between commercial interests and public health is in tension.