Why the legal market is shrinking, according to Tom De Clercq

The Belgian legal gambling market is shrinking for the first time. Tom De Clercq, Executive Director of Napoleon Sports & Casino, analyses the situation.

A first in the sector’s history

The Gaming Commission’s 2024 financial report marks a turning point. Between 2023 and 2024, the legal market recorded a decline of nearly 5%. This contraction is a first in a sector that had previously been growing steadily. It comes against a backdrop of tighter regulation, notably with the entry into force on 1 July 2024 of strict restrictions on advertising.

When legal operators disappear

The aim of the advertising restrictions is clear: to limit citizens’ exposure to incentives to gamble. However, an unexpected consequence is emerging: legal operators are gradually becoming invisible.

Tom De Clercq, Executive Director of Napoleon Sports & Casino:

“Lower revenues in the legal market do not mean people are gambling less. Players are simply being pushed towards the illegal circuit.”

The figures are striking: one in four Belgian gamblers is said to have already used illegal platforms. Unlike licensed operators, these sites are not subject to any regulation. There is no consumer protection, no guarantees in the event of a dispute, and no mechanisms to prevent risky behaviour.

Aggressive and unrestrained practices

Whereas legal operators must adhere to strict rules, illegal operators deploy aggressive strategies on social media.

A recent study highlights nearly 60,000 adverts displayed in a single month on Facebook and Instagram, generating around 50 million impressions. These campaigns often use sophisticated methods to circumvent filters and controls.

Even more worrying: this content targets vulnerable audiences, particularly young people. TikTok, Instagram and Facebook, as well as less conventional platforms such as certain adult websites or cryptocurrency-related spaces, are becoming preferred channels.

A strategy that misses the mark?

For Tom De Clercq, the conclusion is clear:

“The current approach is missing the mark.”

The central idea is based on a simple principle: to protect players, they must be directed towards safe and controlled environments. However, if these environments become invisible, the protection mechanism collapses.

Tom De Clercq is calling for a report assessing the actual impact of the current restrictions. It is no longer simply a matter of gauging political intentions, but of analysing the concrete consequences.

The key role of licensed operators

Licensed operators are not merely commercial enterprises. They also form a vital link in the management of gambling-related risks. They are part of an ecosystem where player safety is regulated. Yet their role sometimes seems to be underestimated in the public debate.

Tom De Clercq calls for greater recognition of these stakeholders as partners in the development of public policy.

“It is time for licensed operators to be taken seriously as a key element in risk management and the development of sustainable gambling.”

The challenge is to strike a balance between protection and effectiveness.

The decline of the legal gambling market in Belgium should not be interpreted as a victory against excessive gambling. Rather, it reveals a shift of the phenomenon towards less regulated areas.