Belgian Gaming Commission initiates new rules for advertisements
The Belgian Gaming Commission has announced the introduction of new guidelines for gambling advertising with the country’s top football league Jupiler Pro League.
These guidelines have been developed by the Belgian Gaming Commission and aim to encourage responsible gambling across the country. Belgium is indeed not the first nation to have its professional football league regulated, as Spain also recently banned every gambling sponsorship. Luckily for Belgian operators, the Belgium’s brand new advertising guidelines are not as suffocating as Spain’s are. Instead, the regulatory body has banned partnerships between league clubs and gambling companies who are not licenced in the country.
Moreover, all partnerships should absolutely be reported to the regulatory body. If an operator defies any of the guidelines for responsible gambling (or loses their licence), then the Belgian Gaming Commission will notify the relevant football club and expect them to take appropriate action.
The new guidelines also indicate that gambling ads must not include an attraction to bet. The regulatory body is going to ban placing bets on some stages of a football match as well.
The Belgian Gaming Commission and Jupiler Pro League announced:
“The absolute starting point of communication and marketing around games of chance and betting is the protection of consumers. It is essential that excessive gambling should be prevented as much as possible. That is why the Gaming Commission and the Pro League want to go further than what is legally imposed today.”