Recent research from Ghent University suggests that the stricter rules on gambling advertising in Belgium have so far had a limited effect on gambling behaviour.
Despite regulatory measures, exposure to gambling promotions persists. The researchers have called for a total ban on advertising and sponsorship. Their GAMSPON study analysed data from a health survey of nearly 5,000 Belgians (2023-2024) and conducted additional research, including a survey during the 2024 European Football Championship with 1,600 participants.
The study focused on the influence of gambling advertising and sponsorship on consumer behaviour and attitudes.
Commenting on these results, Steffi De Jans of Ghent University stated: “During the European Football Championship in Germany, we conducted a large study. We noticed that people who saw more gambling promotions through sponsorship or advertising also bet more on matches. There was a real connection.”
Since 2023, Belgium has prohibited gambling advertising on television, radio, social media and in public spaces. Despite this, Belgians continue to encounter gambling promotions. More than half of survey respondents report seeing gambling advertising
weekly, a level that researchers note has remained broadly unchanged since the introduction of stricter regulations.
This continued visibility is partly due to alternative approaches used by some operators. For example, sports clubs and gambling companies have established informational websites with the same names as gambling platforms, which are also displayed on
sports shirts. In addition, a transitional arrangement for sports sponsorship remains in effect until 2028.
The study results will also be presented at a workshop where policy recommendations will be discussed. One recommendation is a total ban on gambling advertising, as outlined in the Dutch coalition agreement. State Secretary Arno Rutte has indicated that
such a measure does not address the core issue.
The National Lottery is exempt from the ban and is permitted to advertise scratch cards and other lottery products
