BAGO is calling for stronger enforcement against illegal operators, consistent rules across all gambling products and a more targeted policy approach to reduce the illegal advertising exposure.
 

Key Points

52.2% of the population reports weekly exposure to gambling advertising

Legal gambling advertising in Belgium is heavily restricted under one of Europe’s strictest regimes

The National Lottery remains largely exempt from advertising restrictions and illegal operators still reach consumers online

BAGO is calling for stronger enforcement against illegal operators
 

The Belgian Association of Gaming Operators (BAGO) has reported that new data from the Sciensano Health Survey shows 2.6% of people in Belgium are showing risky gambling behaviour, a stable level, with 0.6% of the population at high risk of developing problematic gambling behaviour. Among gamblers, nine in ten participate in lottery games.

At the same time, 52.2 percent of the population reports weekly exposure to at least one form of gambling advertising, particularly through television, websites and social media. Exposure to gambling-related sponsorship is more mixed, with around one in ten Belgians reporting frequent exposure and four in ten saying they are rarely or never exposed.

BAGO says this exposure is real but must be interpreted within a fragmented advertising landscape. The Health Survey tracks exposure to gambling, betting and lottery advertising but does not distinguish between legal and illegal markets. It also highlights differences across population groups, with men and younger people reporting higher exposure than women and older age groups. Television and sport remain key sponsorship channels, alongside the growing role of social media and influencers.

The report also notes that Belgium has applied one of Europe’s strictest gambling advertising regimes since July 2023, under a Royal Decree introduced in February 2023 and reinforced in February 2024. Licensed private operators are banned from advertising on television, radio, print media and social media, with limited exceptions including operator websites and points of sale.

However, BAGO warns that the framework still contains gaps, as the National Lottery remains largely outside the scope of gambling advertising rules despite high participation rates, while illegal operators continue to reach consumers online without safeguards such as age verification, EPIS controls or deposit limits.

BAGO argues that the 52.2% exposure rate does not come solely from licensed operators but also from exempt, non-compliant or illegal sources. It says further restrictions on already tightly regulated operators risk reducing the visibility of the legal market without addressing the root causes of exposure.

Instead, it calls for stronger enforcement against illegal operators, consistent rules across all gambling products and clearer visibility for licensed providers. It also urges stronger powers for the Gambling Commission to improve enforcement against illegal activity.

 

 

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