Following the publication of new figures from Sciensano on gambling advertising exposure and player behaviour, the Belgian Association of Gaming Operators seeks a more coherent and enforcement-driven gambling policy.
According to Sciensano’s latest Health Survey, the prevalence of risky gambling behaviour in Belgium has remained stable at 2.6% for more than five years, while 0.6% of players are considered at high risk of problematic gambling behaviour. The survey also found that 9 out of 10 Belgian players participate in lottery games.
At the same time, more than half of the Belgian population, 52.2%, reports weekly exposure to at least one form of gambling advertising. This includes TV, websites, and social media.
Exposure to gambling sponsorship was more moderate, with around one in ten Belgians reporting frequent exposure, while four in ten indicated they notice little or no sponsorship activity.
Advertising Exposure Suggests a Fragmented Market
BAGO argues that these figures must be interpreted in light of Belgium’s increasingly fragmented gambling advertising landscape. The association notes that the survey does not distinguish between legal and illegal gambling operators, meaning exposure figures include licensed operators, the National Lottery, and illegal online gambling platforms alike.
“The measured exposure to gambling advertising does not originate solely from licensed private operators. It also includes actors operating outside the ban, under temporary exemptions, or in violation of the rules,” BAGO stated.
According to the association, men and younger age groups consistently report higher exposure to gambling advertising than women and older demographics, particularly through digital platforms and social media channels. Television and sports sponsorship also remain among the most prominent contact points for gambling-related marketing.
Belgium Now Has One of the Strictest Advertising Regimes
Belgium introduced one of Europe’s strictest gambling advertising regimes in July 2023 through a Royal Decree later reinforced by legislative amendments in 2024.
Under the current framework, licensed private gambling operators are prohibited from advertising on television, radio, in newspapers and magazines, and across social media platforms. Restrictions also apply to marketing through email, post, and SMS communications.
Only limited exceptions remain, including advertising within licensed venues, on operators’ own websites, and, under certain conditions, through targeted search engine advertising.
BAGO says the reforms have significantly reshaped the visibility of Belgian casinos in the local media landscape.
Concerns Over Illegal Operators and Lottery Exemptions
Despite the stricter rules, BAGO argues that major blind spots remain within the Belgian system. The National Lottery largely falls outside the scope of the Belgian Gambling Act, despite lottery participation representing the most common form of gambling activity in the country. As a result, lottery advertising continues to appear across television, radio, and digital channels.
The association also raised concerns about the illegal online gambling market, which it says continues to reach Belgian consumers through affiliate websites, influencers, and social media campaigns without complying with Belgian player protection requirements.
Unlike licensed operators, illegal platforms do not apply age verification checks, deposit limits, self-exclusion measures such as EPIS, or enforceable duty-of-care obligations.
According to BAGO, additional restrictions on already heavily regulated licensed operators could further weaken the visibility of the legal gambling market while unintentionally benefiting illegal providers.
Belgian Gambling Market Shows Signs of Contraction
According to the Belgian Gaming Commission, the country’s gambling industry recorded its first major downturn in years during 2024, with total gaming revenue falling by 4.86%. The decline comes after years of growth and could be due to tighter regulations, changing consumer habits, and broader adjustments in both online and land-based gambling.
Land-based gambling saw the sharpest decline, with revenues dropping nearly 8% year-on-year. Betting shops, cafés, and gaming machines were particularly affected, while the number of betting outlets continued to decline.
Casinos and gaming halls remained relatively resilient, but growth slowed compared to previous years, despite online casinos continuing to perform strongly.
The report also highlighted concerns over stricter regulations and the growing illegal gambling market. Measures such as higher gambling age limits, ad restrictions, and bonus bans have slowed licensed operators’ growth.
Meanwhile, unregulated websites continue attracting players without consumer protections, raising concerns over player safety, tax losses, and long-term market sustainability.
BAGO Calls for Stronger Enforcement and Equal Rules
BAGO said an effective gambling policy should focus on three priorities: stronger enforcement against illegal operators, coherent advertising rules for all gambling products, and maintaining clear visibility for licensed gambling providers.
“The licensed market remains the only environment where player protection, monitoring, age verification, deposit limits, and duty-of-care measures can be effectively enforced,” the association said.
BAGO, which represents five Belgian companies officially recognised by the Belgian Gaming Commission as licensed gambling operators, said it supports a level playing field in which the same basic advertising and compliance rules apply to all gambling products.
The association also called for additional resources and stronger enforcement powers for the Belgian Gaming Commission to combat illegal gambling operators more effectively as Belgium’s gambling market continues to evolve under tighter regulatory oversight.
