Belgium is set to implement a blanket ban on gambling advertising from July 1, 2023. The ban applies to all media platforms, including television, radio, cinema, websites, social media networks, and print publications, with operators also prohibited from displaying ads in public areas.
Ban Seeks to Stop Gambling Normalization in Belgium
Belgium’s upcoming advertising ban is the most stringent gambling advertising measure to be implemented across Europe. The advertising ban is contained in the Royal Decree on Gambling Advertising Reforms put forward by Justice Minister Vincent Van Quickenborne in early 2022.
With the ban now published in the Belgian Official Gazette, it is now confirmed that operators will no longer be allowed to advertise their products and services to Belgian customers starting July 1, according to Van Quickenborne. The measure has faced strong criticism from the gambling industry, but the Minister argues the ban is necessary to stop what he calls the “normalization” of gambling.
Sports Sponsorships to End in 2028
Gambling advertising in football stadiums will be prohibited from January 1, 2025, with sports sponsorships set to end on January 1, 2028. The Royal Decree is not expected to be challenged as it has the backing of all seven political parties in the present coalition government.
