Belgium Soon to Implement Measures to Ban iGaming Adverts

The licensed iGaming suppliers in Belgium are facing a number of significant restrictions regarding advertising their offerings. These measures, which are to come into force from June 1st, are a result of a package of controls approved in October 2018. Starting from that date…

…online gaming operators will no longer be allowed to broadcast their offerings on Belgian television. Moreover, operators will be prohibited from using celebrities or athletes to promote their platforms. Besides this, a cap on bonus offers will be introduced.

Establishing a Clear Set of Rules

This encomes A+ and B+ gaming license holders, or casino and gaming hall licensees. Upon the implementation of the measures, they will only be permitted to in two ways:

• via sites licensed by the Belgian Gaming Commission (BGC)
• via personalized advertising, which uses behavior and interest data to target players.

In addition to this, sportsbook licensees, or F1+ license holders, will have the permission to on television after 8pm. However, they won’t be allowed to around live sports broadcasts. As BGC president, Etienne Marique, announced:

“This ban is a step forward for the limitation of advertising for games of chance.”

Stringent Measures in Nordic Countries

Looking at the situation from a global point of view, Scandinavian countries are currently the most representative example of the implementation of measures against excessive and inappropriate gaming ads. Sweden comes up with rigorous plans and suggests a total ban. The country has a self-exclusion as well, as one more way of raising the awareness of the importance of a safer environment. Speaking of Scandinavian countries, Finland…

…announced initiatives to Norway, the country s these actions as well, despite the fact that rivalry operators use the loophole and broadcast their content.

Actions Taken Globe-Wide

Meanwhile, Spain also imposes more rigorous actions to completely ban all forms of ment on gambling products and services. The country’s Acting Ombudsman, Francisco Fernández Marugán, pointed out that only a regulatory framework with imperative legal norms can prevent a vast spectrum of public health issues. The scandal with the 15-year old boy from Barcelona winning the jackpot was one of the triggers for the ban initiative. However…

…the situation in Kenya encountered certain obstacles. Though they came up with a plan to ban outdoor and social media advertising, the implementation was postponed. While a group of people advocates the necessity of such measures, the other point out that public would actually clarify whether the restrictions are really needed or not.

Source:

“Belgium prepares to implement igaming ad ban”, igamingbusiness.com, May 29, 2019.