The Belgian Gambling Commission has warned licensed operators against using unauthorised bonuses or advertising ahead of the 2026 FIFA World Cup.
The regulator reminded operators that Articles 60 and 61 of the Gambling Act remain in force during the tournament period. Article 60 prohibits free participation in games, gaming credits and other incentives designed to influence gambling behaviour or attract and retain players.
Article 61 covers Belgium’s gambling advertising restrictions, which operate alongside the Royal Decree of 27 February 2023. Under that framework, gambling advertising is generally banned unless it falls within specific exemptions, including limited activity on an operator’s own channels and certain sports-related contexts.
The Commission said operators are “strongly urged” to comply with the rules, adding that its inspection service will check that potential players are not exposed to unauthorised practices.
The reminder comes before the World Cup begins on 11 June, with football tournaments traditionally driving increased betting activity across regulated European markets.
For Belgian operators, the event creates a compliance test because betting demand is expected to rise while normal marketing tools remain heavily restricted.
Belgium has tightened its gambling framework over the past three years. Advertising limits introduced in 2023 were followed by further changes in 2024, including a broader legal ban on bonuses, a minimum gambling age of 21 and restrictions on offering different licence categories through the same online account structure.
The stricter regime has also created tension between regulation and channelisation. Licensed operators argue that heavy advertising limits can make legal brands less visible to consumers while illegal sites continue to reach players online without Belgian safeguards such as EPIS checks, deposit limits and age verification.
Earlier this month, BAGO called for stronger enforcement against illegal operators, consistent rules across all gambling products and a more targeted policy approach to advertising exposure.
The 2026 FIFA World Cup will run from 11 June to 19 July across the United States, Canada and Mexico
