Belgium gambling advertising rules spark BAGO call for fair standards

The Belgian Association of Gaming Operators (BAGO) has renewed its call for stronger enforcement against illegal gambling advertising in Belgium after new public health data highlighted the continued visibility of gambling promotions across the country.

The industry association argued that Belgium’s current regulatory framework has created an uneven market in which licensed operators are subject to strict advertising limits while illegal providers continue to target consumers through digital platforms with limited oversight. BAGO also stated that certain forms of gambling activity, including products linked to the National Lottery, continue to benefit from exemptions that licensed private operators do not receive.

The debate has intensified following the publication of findings connected to Belgium’s Health Survey and additional research linked to the public health institute Sciensano. The data examined public exposure to gambling advertising during the 2023 and 2024 period after Belgium introduced major restrictions on gambling promotion. The findings indicated that gambling advertising remained highly visible despite the tightening of regulations.

BAGO said the results demonstrate the need for a more balanced and enforceable regulatory model rather than additional restrictions aimed solely at licensed operators.

Gambling advertising remains widely visible

According to the survey data, more than half of Belgian residents reported seeing at least one form of gambling advertising each week. Television remained the most commonly reported source of exposure followed by websites and mobile applications as well as social media platforms.

The survey also identified street advertising, retail displays, newspapers, magazines and direct communication channels such as email and SMS as significant points of contact for gambling-related marketing.

The publication of these figures has reignited discussion around the effectiveness of Belgium’s gambling advertising restrictions which were introduced in stages beginning in 2023.

Belgium adopted some of Europe’s strictest gambling advertising measures through a Royal Decree issued in 2023. The rules significantly reduced the ability of licensed gambling operators to advertise on television, radio, social media and public spaces. Additional restrictions affecting sports sponsorship entered into force in January 2025 while a broader prohibition on sponsorship arrangements in professional sport is expected to expand further in the coming years.

Under the current framework, licensed operators are generally limited to advertising on their own websites, at physical points of sale and under certain conditions through search engine marketing.

Supporters of the restrictions argue that the measures are intended to reduce gambling-related harm and limit the normalization of betting among younger audiences and vulnerable consumers. Belgian authorities have repeatedly stated that reducing excessive advertising pressure forms part of a wider responsible gambling strategy.

BAGO raises concerns about illegal gambling promotion

BAGO maintains that the existing rules are placing licensed companies at a disadvantage while failing to eliminate advertising from the Belgian market.

The association stressed that the exposure levels recorded in the survey cannot be attributed solely to regulated operators because illegal providers continue to promote their services through channels that are more difficult to monitor.

In its response to the findings, BAGO stated that many unlicensed gambling operators continue to advertise through social media campaigns, affiliate websites, influencers and other online methods without complying with Belgian consumer protection standards.

The group argued that these illegal providers operate outside the framework imposed on licensed companies. As a result, they are not required to implement safeguards such as age verification systems, self-exclusion protections or deposit limits.

Belgium’s self-exclusion register, known as EPIS, is considered one of the central consumer protection tools within the country’s regulated gambling market. Licensed operators are required to integrate EPIS checks to prevent excluded individuals from accessing gambling services.

BAGO warned that consumers who migrate toward illegal platforms may lose access to these protections entirely.

The association stated: “Only within such a licensed framework can player protection, age verification, EPIS, limits, monitoring and the duty of care be effectively applied and enforced.”

The trade body also called for increased resources and stronger enforcement powers for the Belgian Gambling Commission to help combat illegal gambling activity more effectively.

Debate over a “level playing field”

One of BAGO’s central arguments is that Belgium’s gambling market now operates under what it describes as fragmented rules.

The organization believes that all gambling products should be subject to a coherent and consistent regulatory approach. It argues that differences in treatment between licensed commercial operators and other gambling entities may confuse consumers while weakening the visibility of regulated alternatives.

Industry representatives have repeatedly warned that limiting the presence of licensed operators could unintentionally strengthen the illegal market by reducing public awareness of authorized platforms.

This debate is not unique to Belgium. Similar concerns have emerged in several European jurisdictions where gambling advertising restrictions have been tightened in recent years. Industry groups in multiple countries have argued that excessive advertising bans may create opportunities for offshore operators that do not comply with national laws.

Public health advocates however continue to support strict advertising controls. They argue that gambling advertising contributes to social normalization and can increase the risk of harmful gambling behavior, particularly among younger demographics.

Belgian policymakers therefore remain under pressure to balance consumer protection objectives with the practical challenges of maintaining a regulated and competitive legal market.

Sports sponsorship restrictions continue to reshape the market

The Belgian gambling sector has also been adapting to new sponsorship rules affecting professional sports.

From January 2025, gambling advertising in stadiums became heavily restricted while further limits on sponsorship visibility have already begun affecting Belgian football clubs and other sports organizations.

Several clubs have altered branding arrangements or adjusted sponsorship strategies in response to the changing legal environment. Industry analysts have noted that gambling sponsorship previously represented an important source of commercial revenue for many professional sports teams in Belgium.

The transition period introduced by Belgian authorities was designed to give sports organizations time to secure alternative sponsors. Nevertheless, the restrictions continue to generate debate within the sports and gaming industries.

Some observers believe the regulations may reduce the financial resources available to smaller clubs while others support the measures as part of a broader public health strategy aimed at reducing gambling exposure during sporting events.

Focus shifts toward enforcement

BAGO’s latest comments suggest that the discussion in Belgium is increasingly shifting away from whether advertising should be restricted and toward how those restrictions should be enforced.

The association is urging authorities to prioritize action against illegal operators rather than imposing additional limitations on already regulated companies.

The issue has become especially significant as digital marketing channels evolve rapidly. Social media promotion, influencer marketing and affiliate advertising remain difficult areas for regulators across Europe to police effectively.

Belgian authorities continue to face the challenge of ensuring that national rules can be enforced against offshore operators that may not have a formal presence within the country.

At the same time, regulators must address concerns from public health groups seeking stronger measures to reduce gambling exposure and potential harm.

Conclusion

Belgium’s gambling advertising debate has entered a new phase as regulators, health authorities and industry stakeholders continue to examine the impact of strict promotional restrictions introduced over recent years.

BAGO’s latest intervention reflects growing concern within the licensed gambling sector that illegal operators may benefit from gaps in enforcement while regulated companies face increasingly narrow opportunities to communicate with consumers.

The association is calling for a regulatory environment that combines strong consumer safeguards with equal treatment across all gambling products and providers. Belgian authorities meanwhile continue to pursue policies aimed at reducing gambling-related harm and limiting advertising exposure.

As enforcement challenges expand across digital platforms, the discussion is likely to remain a key issue within Belgium’s gaming sector throughout the coming years. The outcome may also influence wider European conversations about how governments can balance public health priorities with the need to maintain a controlled and regulated gambling market.

FAQs

What is BAGO in Belgium?
BAGO is the Belgian Association of Gaming Operators, a trade organization representing licensed gambling operators in Belgium.

Why is BAGO criticizing Belgium’s advertising rules?
BAGO believes the current rules create an uneven market where licensed operators face strict restrictions while illegal gambling providers continue advertising online.

What did the Sciensano survey reveal?
The survey found that more than half of Belgians reported seeing gambling advertising every week across television, online platforms, social media and public spaces.

When did Belgium introduce gambling advertising restrictions?
Belgium introduced major gambling advertising restrictions in 2023 through a Royal Decree that significantly limited promotional activities.

Are gambling advertisements completely banned in Belgium?
No. Certain forms of advertising remain permitted under strict conditions including operator websites, physical locations and some search engine advertising.

What is EPIS in Belgium?
EPIS is Belgium’s self-exclusion system that allows individuals to block themselves from accessing licensed gambling services.

Why does BAGO want stronger action against illegal operators?
BAGO argues that illegal operators do not follow Belgian consumer protection rules including age verification, deposit limits and self-exclusion requirements.

How have sports sponsorship rules changed in Belgium?
Belgium introduced restrictions on gambling sponsorship in sports from January 2025 with additional limitations planned in future years.

What concerns do public health groups have about gambling advertising?
Public health advocates argue that gambling advertising can normalize betting behavior and increase risks for vulnerable individuals and younger audiences.

What does BAGO mean by a “level playing field”?
BAGO is calling for consistent regulatory standards that apply equally to all gambling products and operators in Belgium.