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Belgium: ban on gaming ads comes into force
For several years now, many gaming operators have made a habit of sponsoring professional sports organizations.
In this way, they are able to reap valuable revenues which enable them to continue their development.
Nevertheless, many countries on the European continent, concerned about a possible rise in addiction, do not look kindly on this kind of partnership.
This is the case, for example, in Belgium, which has just introduced strict new rules to prevent this kind of rapprochement, which is causing concern among gaming operators and professional sports organizations.
Lawsuits to halt the implementation of restrictions all rejected
Over the past year, the Belgian Minister of Justice (Vincent Van Quickenborne) has proposed a number of changes to the regulations governing the promotion of gambling, particularly online casinos.
In order to reduce the risk of addiction as much as possible, he proposed an outright ban on online gambling advertising, including sponsorship of professional sports organizations.
These changes immediately worried both operators and clubs, who launched legal proceedings in no fewer than 11 courts around the country in an attempt to stop the restrictions being put in place. Unfortunately for them, all the lawsuits were dismissed.
As a result, the new regulations came into force as planned on Saturday July 1.
>>> Read also: “Belgium bans gambling ads”.
Content of the new regulations in force
From July 1, 2023, it will therefore no longer be possible in Belgium to advertise games on TV, cinema, radio or social media.
They are also prohibited on websites, in newspapers and magazines or in public places in the form of banners, posters or stickers. All forms of printed promotion have also become prohibited, as have advertisements sent by post or e-mail.
The new regulations still allow operators to display their name and logo on their casino. Furthermore, advertising is still permitted in sports betting halls and land-based casinos.
Advertising ban worries operators and professional sports organizations
Naturally, gaming operators are not at all happy with the introduction of this advertising ban. This is also the case for professional sports organizations, including soccer clubs in particular.
They fear that the end of sponsorship will considerably harm their development. That’s why it’s not impossible that further appeals or lawsuits will be launched in the future.
Incidentally, Belgium’s neighboring Netherlands has also introduced a ban on advertising from July 1, 2023.
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