Gaming Commission warns against prohibited gambling promotions during the World Cup
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20 May 2026 •
Reading time: 2 minutes
Pressure on the Belgian gambling sector is mounting once again. In the run-up to the upcoming World Cup, the Gaming Commission today issued a stern warning to gambling operators regarding bonuses, advertising and social media.
The message was clear. The regulator says it will strictly monitor for prohibited practices and aims to prevent players from being exposed to aggressive gambling marketing. The Commission anticipates particular risks during major sporting events such as the World Cup.
Gambling Commission targets bonuses and promotions
The Gaming Commission reminded the sector of Articles 60 and 61 of the Gaming Act. These rules prohibit various forms of gambling advertising and promotional benefits.
According to the regulator, operators may not offer free bets, bonus money or other benefits that influence gambling behaviour. Promotions intended to attract or retain players also remain prohibited.
This is important in the run-up to the World Cup.
Major tournaments traditionally lead to a surge in sports betting across Europe. Belgium has already introduced stricter gambling rules in recent years, but the Gaming Commission is now making it clear that checks will be further stepped up.
The Commission also emphasises that only limited forms of advertising are still permitted under the Royal Decree of 27 February 2023.
Social media and affiliates remain a sensitive issue
For affiliates and operators, the section on social media is particularly noteworthy.
The Gaming Commission states that any form of interaction that can be technically disabled must be removed. This includes likes, comments and share buttons.
Furthermore, no ‘call to action’ may be used that encourages interaction or engagement.
Paid gambling advertising on social media remains, in principle, prohibited.
Affiliate websites are still permitted under specific conditions. At the same time, Belgium is steadily reducing the scope for gambling promotion. Sports sponsorship has also come under fire again since the stricter rules introduced in January 2025.
As a result, gambling logos may no longer appear freely on the front of sports shirts. The maximum surface area has been limited to 75 cm². Advertising for games of chance at sports venues is also being further restricted.
Regulator seeks strict oversight during the busiest gambling period of the year
The Gaming Commission states that operators must take responsibility for protecting vulnerable and young players.
In addition, the regulator wishes to maintain a level playing field within the market.
The Commission also warned that its supervisory body will actively monitor potential breaches in the run-up to the World Cup.
This is an important signal for the Belgian gambling sector.
The combination of stricter bonus rules, advertising restrictions and increased scrutiny of sports sponsorship could have a significant impact on how operators and affiliates promote themselves during one of the biggest gambling events of the year.