Belgian Justice Minister, Vincent Van Quickenborn has proposed a Royal Decree that would place an outright ban on many forms of gambling advertising by the end the year and a complete ban of gambling sponsorship in sports by the end of 2024.
Problem gamblers are responsible for 40% of gambling companies’ turnover
According to reports from the press in Belgium, the proposal introduced by Van Quickenborn over the weekend, will include a ban on advertising in printed media, posters/billboards in public areas, direct mail and email marketing, as well as ads on TV, radio, websites, digital channels, social media platforms, and at the cinema. The minister has also called for a ban on free demo games on any gambling website.
Speaking to local press of the ban, Van Quickenhorn said:
‘Gambling – all the numbers point to an explosion with all the consequences for addiction – is the new smoking. Belgium is following the international trend. Italy and Spain have implemented a complete advertising ban and the Netherlands and the UK are working on similar rules.”
The only exception to the ban would include logos and advertising displayed in gambling facilities such as bookmakers and casinos.
However, while there is some support for the ban, critics of the proposal have stated that this could have a detrimental effect on football clubs that depend on sponsorship deals with gambling companies for much of their revenue. Critics of the ban have also questioned the fact that there will be no ban placed on the National Lottery as it will only be applicable to privately-owned gambling companies.
Dennis Mariën, General Manager of Kindred Belgium, told Belgian news outlet De Tijd:
“The finding that 40% of the media expenditure by the sector is attributable to the Lottery does raise questions about the government’s claim about strict rules for the Lottery in the interest of player protection. We are a strong supporter of stricter rules and a duty of care to combat problematic gambling. But it is a pity that none of the ministers came to talk to us. Moreover, they ignore the advice of their own watchdog – the Gaming Commission, which does not advocate this.”
The news of the proposed ban follows recent news that over 100,000 people in Belgium have a gambling disorder with a third of those having a severe addiction. In the same research, The Flemish Expertise Centre of Alcohol and Other Drugs found that this group finances about 40% of gambling companies’ turnover in an industry that is worth an estimated €2 billion per year.
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