The Belgian Gaming Commission has introduced new guidelines for gambling advertising with the Jupiler Pro League, which is the country’s top football league.
These guidelines were developed by the Belgian Gaming Commission to encourage responsible gambling in the country. Belgium is not the first nation to have its professional football league regulated, as Spain recently banned all gambling sponsorships.
Banning unlicenced operators from forming partnerships
Fortunately for Belgian operators, the country’s new advertising guidelines are not quite as stringent as Spain’s. Instead, the regulatory body has banned partnerships between league clubs and gambling companies who are not licenced in the country.
Furthermore, any partnerships must be reported to the regulatory body. If an operator flouts any of the guidelines for responsible gambling – or loses their licence altogether – then the Belgian Gaming Commission will inform the relevant football club and expect them to take appropriate action.
Going further than what is legally imposed
The new guidelines also mean that gambling ads must not include an inducement to bet. The regulatory body is going to prohibit placing bets on certain stages of a football match, too. In a joint statement, the Belgian Gaming Commission and Jupiler Pro League said this:
“The absolute starting point of communication and marketing around games of chance and betting is the protection of consumers. It is essential that excessive gambling should be prevented as much as possible. That is why the Gaming Commission and the Pro League want to go further than what is legally imposed today.”
