XXL Logos: Controversial creativity from gambling operators to defy regulations
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20 Jan 2025 •
Reading time: 3 minutes Since January 1st, Belgium has implemented strict new restrictions on sponsorship by gambling and sports betting operators. These rules aim to limit the influence of these companies on the public, in particular by reducing the size of logos affixed to sports team jerseys. However, some brands are competing in ingenuity to circumvent the law, provoking the indignation of many parliamentarians.
A controversial non-overflow technique
The new rules stipulate that the maximum surface area of a sponsor logo on a jersey must not exceed 75 cm². However, brands such as Unibet, Napoleon Games, and others have found a clever way around this: not including empty spaces in the calculation. These spaces include not only those between letters, but also the internal cavities of characters such as o, e or d.
Result: the Unibet logo, for example, occupies an actual surface area of 123 cm², almost double the authorized limit.
For MEPs Stefaan Van Hecke (Groen) and Alain Yzermans (Vooruit), this strategy is unacceptable. They questioned the Minister of Justice, Paul Van Tigchelt, last Wednesday during a committee, asking that the State intervene to enforce not only the letter of the law, but also its spirit.
A detour of the law on several levels
In addition to stretching the limits of logos on jerseys, some operators have also created news sites or charities with names similar to those of their companies. For example, the logos of U-Experts, a new brand created by Unibet, Circus Daily, a news site, Golden Palace News, another news site dedicated exclusively to sport, and Antwerp First, a charity under the BetFirst brand, have appeared on jerseys.
This strategy allows them to circumvent the restrictions while ensuring a visible presence in stadiums and sometimes on jerseys, this time on the front. “These practices demonstrate a clear desire to circumvent the regulations” said Van Tigchelt, who regrets a lack of resources to effectively monitor these infractions.
What exactly does the law on gambling say?
The restrictions in question are part of a broader reform aimed at reducing the impact of advertising for gambling, a sector often criticized for its influence on young people and vulnerable populations. Since the beginning of the year, the law imposes:
- A size limit of 75 cm² for operator logos on jerseys.
- A ban on certain strategic locations, such as the front of jerseys, to reduce their visibility.
- Reinforced controls by the Gaming Commission, although the latter suffers from chronic understaffing with only five inspectors for the entire country.
Despite these measures, the means of circumvention are multiplying. For Stefaan Van Hecke and Alain Yzermans, it is urgent to strengthen sanctions and give more resources to the Commission to counter these schemes.
The ball is now in the federal government’s court. A reinforcement of the resources allocated to the Gaming Commission seems necessary to ensure compliance with the rules. In addition, an amendment to the law could be considered to clarify the legal gray areas exploited by operators.