Belgium Bans Online Gambling Promotions
The Belgian government is enacting a prohibition on online gambling promotions. Authorized online gambling companies in Belgium will encounter a set of substantial limitations on how they can advertise their offerings. A collection of regulatory actions approved in October 2018 will become effective this Saturday, June 1st.
Starting June 1st, online gambling companies will be prohibited from promoting their offerings on Belgian television. This encompasses A+ and B+ gambling license holders, or casino and gaming hall license holders.
These companies will only be permitted to advertise through websites approved by the Belgian Gaming Commission (BGC) or through customized advertising, which utilizes user behavior and interest data to target players.
Sports betting license holders, or F1+ license holders, will only be permitted to advertise on television after 8pm and will not be permitted to advertise during live sports broadcasts.
Furthermore, operators will be prohibited from utilizing celebrities or athletes to promote their websites and there will be restrictions on bonus offers.
“This prohibition is a step forward in limiting advertising for games of chance,” stated Etienne Marique, President of the BGC.
In 2019, the European continent has witnessed a string of actions taken or planned to limit the promotion of wagering. This trend follows a pattern of similar initiatives. Italy has completely prohibited all forms of gambling advertising, with the exception of physical gambling establishments.
A loophole exists within this prohibition, permitting websites to offer information about gambling. Gambling.com Group has already recognized this as a potential avenue for affiliate marketing.
In other parts of Europe, Sweden has swiftly taken steps to curb excessive advertising by its newly authorized operators. A government panel is currently examining the practicality of a total ban. Spain’s Socialist Workers’ Party (PSOE) is also aiming to introduce new restrictions on gambling advertising, as the party prepares to form a government following the April elections.
Concurrently, in the United Kingdom, operators will be forbidden from advertising before and during live sporting events at the beginning of the 2019-20 football season. However, GVC Holdings, the parent company of the Ladbrokes and Coral brands, is advocating for a complete ban on television advertising.
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