The Belgian Federal Parliament has sent the European Commission a draft of its new “Draft Royal Decree laying down detailed rules for advertising gambling.”
The new law further restricts gaming advertising, with the aim to “limit the forms of advertising betting and gaming operators have at their disposal, relating to both ‘real world’ gambling and operators using ‘information service tools.’”
The lawmakers also intend to clamp down on the use of sporting figures in promoting gambling.
In a “statement of grounds” section of the announcement, Belgium notes that “Gambling advertising is ubiquitous on television, radio, social media and the streets,” and adds, “Such advertising is not without danger to public health and society. Advertising normalizes gambling in society. Through advertising, gambling is presented as socially and culturally acceptable behavior and as a legitimate leisure activity.”
It asserts that this is harmful to vulnerable people such as minors, young people and addicts. It notes that since the European Union doesn’t address the issue, that leaves it up to member states such as Belgium.
Gaming advertisement has become a favorite target of Justice Minister Vincent Van Quickenborn, who calls gaming, “the new smoking.” The minister has proposed his own Royal Decree that would ban most forms of advertising by next year and any sports marketing by the end of the following year.
Quickenborn is getting blowback on his stance, since it would affect the finances of football clubs and lead to more black market gambling. Some have also questioned the impact bans would even have, since they wouldn’t apply to the National Lottery.
