Belgium’s government has approved a draft royal decree that would place significant restrictions on gambling advertising.
Gambling sponsorship in sports to be restricted from 2025
The first measures from the decree are expected to come into force on June 1st, 2023. These measures will initially place restrictions on all forms of advertising for betting products and services. Meanwhile further measures to limit the sponsorship of sports clubs by gambling companies will come into effect in 2025.
While the prime minister’s office has stated that the new measures are fully approved, opponents of the legislation including political party MR’s chairperson Georges-Louis Bouchez said on Twitter on Friday that the text of the decree still needs to be discussed with government partners.
The plans to limit gambling sponsorship and advertising were introduced in May of 2022 with no objections from the country’s Council of State or the European Commission.
Justice Minister, Vincent Van Quickenborn cited various problem gambling statistics when presenting the decree earlier this year noting that a Belgian study found that 33% of heavy gamblers were persuaded to gamble more after receiving marketing emails. The study also found that 31% did so after seeing some form of gambling advertising.
The new decree will prohibit gambling ads on posters in public places, or the use of personalized advertising by email, post, SMS, social networks and any printed advertising. However, sporting clubs have been given additional time to negotiate new advertising deals and as sponsorship deals with gambling companies may continue until 2025. Clubs will also be permitted to display a gambling brand’s logo on the back of an athlete’s jersey until December 31st 2027.
However the decree has tightened tax rules meaning that sponsorship deals are no longer tax deductible for gambling companies.
Based in London, Natasha is a former sports journalist with experience working for some of the biggest athletes & brands in the world of sports and iGaming.