BGC enforces strictest Belgium gambling advertising code

Belgium’s government has approved a further directive of CDV Minister (Christian Democrat) Koen Geens ‘gambling protection mandate’, which sanctions the Belgium Gaming Commission (BGC) to implement a tougher advertising code on licensed gambling operators.

From 1 June, advertising of online casino services and gambling products will no longer be broadcast across Belgian TV networks.

The measure forms part of Koen Greens original ‘five-point cross-party’ mandate published in June 2017, seeking to toughen up Belgian’s national gambling laws protecting consumers and vulnerable audiences.

Approved as a Royal Decree by the Belgian Kamer, the BGC will enforce an outright ban on advertising of betting services during sports broadcasts.

Belgium licensed sportsbook operators have been limited to advertising during a post-8pm watershed, with the BGC adding further restrictions on the number of TV adverts allowed to be broadcast by TV networks.

The strict enforcements’ on gambling advertising, form part of an ongoing reform of Belgium gambling laws, which has seen a number of new provisions enforced on BGC licensed incumbents during the course of 2018 and 2019.

Introducing new gambling policies, the Belgian government demands that licensed operators register all players through its itsme customer verification app’.

At a retail level, the BGC has moved to place a cap on arcade and café machine game prizes. Furthermore all retail premises that sell gambling services, including the national lottery tickets have been forced to integrate e-ID reader performing verified age checks on customers.

Despite securing new restrictions, the CDV Party underlines that the new measures are insufficient in protection of consumers and that it will push the government to back an outright ban on all forms of gambling advertising.

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