New gambling advertising restrictions are on the way to Belgium under a new Royal Decree that would limit the forms of advertising allowed to be used in the betting and gaming industry, with new rules on the content of the ads also set to be implemented.
Belgium’s Offences and Special Procedures Department submitted the “Draft Royal Decree laying down detailed rules for advertising gambling” to the European Commission on May 8.
Ads “Normalize” Gambling
The new rules aim to provide stronger protection for players as gambling advertising becomes “ubiquitous” in the country. According to the document, the ads, which have expanded on television, radio, social media, and the streets, normalize gambling and portray it as socially and culturally acceptable behavior.
Gambling is also being depicted in ads and other marketing materials as a legitimate leisure activity. This, according to Belgian lawmakers, is dangerous to public health and society, with vulnerable groups, including minors and people suffering from gambling addiction the most impacted.
Blanket Ban Could Be Implemented
Each member state in the European Union is permitted to come up with its own regulations on gambling advertising as the Union has yet to issue a general rule on the matter.
Belgium is seeking to ban most forms of gambling advertising in the country under proposals put forward in May by Justice Minister Vincent Van Quickenborn.