Stake has signed former footballer Eden Hazard as a global ambassador as the company prepares for the 2026 World Cup.The 2026 World Cup will be hosted by the United...
Kansspelcommissie investigates Eden Hazard’s Stake promo
The Belgian Gaming Commission has launched an investigation into Eden Hazard’s ambassador role with Stake in order to assess the promotional content and understand whether it violates national advertising regulations to target Belgian players.
Eden Hazard became Stake’s World Cup marketing ambassador just in time as Belgium started tightening its gambling safeguards, with the government trying to protect vulnerable groups from gambling-related harm. The restrictions include the promotion of unlicensed betting operators, and as Stake doesn’t have a domestic license, it falls into the list of Belgium’s unauthorized gambling websites.
Gaming Commission spokesperson Stefaan Savenberg stated:
“We are going to investigate to what extent advertising is targeted at people in Belgium, because that is, of course, prohibited. Mr. Hazard has many Belgian followers on his Instagram page. Therefore, an investigation will have to determine whether the intention is to encourage Belgians to play on that illegal website.”
If the Belgian Gaming Commission decides that Hazard’s promotional content of Stake breaches national legislation, the operator and Hazard may face mandatory removal orders and administrative sanctions.
In July 2023, Belgium introduced gambling ad bans for broadcast, print, and digital media, with stadium ads and sponsorships additionally banned in 2025. From January 1, 2028, the country will impose a full ban on all commercial gambling promotions.
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