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Gambling Ad Bans Enforced in Netherlands and Belgium
Belgium’s Comprehensive Gambling Advertising Ban
A long-anticipated restriction on betting and gaming advertising has finally taken effect in Belgium and the Netherlands. Starting from July 1, both countries are rolling out bans to protect consumers and combat potential harm.
Belgium, in particular, has taken decisive action by passing new and stricter laws that cover nearly every aspect of gambling advertisements. This includes a prohibition on sports gambling sponsorships, a prevalent practice seen in the popular Premier League in the United Kingdom.
While the ban affects various entities, the Belgian National Lottery remains unaffected due to its proceeds being directed towards charitable causes. The implementation of the Royal Decree, which was introduced in May 2022 and gained substantial support, has been commended by Belgium’s Justice Minister, Vincent Van Quickenborne.
The Dutch Gambling Authority’s Stringent Measures
The Dutch measures adopted by the Kansspelautoriteit, also known as the Dutch Gambling Authority, mirror Belgium’s commitment to consumer protection. The new Dutch law places restrictions on gambling advertisements across public spaces, TV, magazines, newspapers, social media, and radio, while some cases warrant an outright
ban.
These measures aim to shield vulnerable individuals, including children and young adults, from the potential negative impacts of gambling advertising and prevent the development of gambling-related issues. The Dutch Gambling Authority has already expressed its determination to enforce these new regulations and is actively investigating any violations.
Netherlands’ Proactive Approach and Invisible Measures
The Netherlands’ government has taken a proactive approach to ensure the highest level of consumer protection. In addition to strict advertising rules, the country prohibits the use of role models who may influence young people from becoming brand ambassadors for gambling companies.
The Netherlands will also employ “invisible measures,” suggesting that initial penalties for violations may not be publicly disclosed but handled through alternative channels during the early stages of the prohibition.
Nevertheless, the Dutch Gambling Authority has a strong track record of taking action against offenders and upholding gambling laws without hesitation.
