Belgium has become the latest EU state to implement tougher regulations on gambling adverts, rolling out a stringent advertising code on gambling/betting verticals.
Directives for a tougher advertising framework on online gambling and betting services have been under review by Belgium’s Parliament since October 2017, when CDV (Christian Democrats) Justice Minister Koen Geens won cross-party support to forward the mandate.
In its November update, the Belgian government confirmed that it would move to install a number of CDV’s directives, including implementing a complete ban on online casino TV advertising.
The TV advertising ban is supported by a tougher digital advertising framework that sees online casino operators restricted in their promotion services on government-approved websites, with a limited scope on messaging.
As anticipated, the Belgian government will additionally impose an 8pm TV watershed on sports betting advertising, with no marketing coverage allowed during live sports broadcasts.
Further sports betting restrictions see the government support a ban on celebrity or athlete endorsements of gambling products/services.
Since 2011, Belgium has operated its online gambling/betting regulatory policy under the directives of its revamped ‘Belgian Gaming Act’, a mandate challenged by online incumbents stating that the government has placed number of provisions favouring established land-based operators, which have led to restrictive market conditions.
