gambling, sports betting, belgium, belgian national lottery, world cup, advertising, marketing

Belgian National Lottery bans World Cup betting ads

The Belgian National Lottery has confirmed that all sports betting advertisements will be pulled from ad slots during the 2022 Qatar World Cup.

The decision came as a collaborative effort between the Belgian National Lottery and Belgium’s Minister of Finance Vincent van Peteghem. Sports betting ads on TV, radio, and in written media formats will be paused while the World Cup takes place.

The decision was based on research that suggested that gamblers are more likely to place wagers during major international tournaments like the World Cup. They wanted to avoid new gamblers being encouraged to place bets after viewing sports betting ads during the tournament.

“The National Lottery is playing a pioneering role in the protection of players and the fight against gambling addiction. At a football world championship, the sport and the supporter experience must be central.

“Sports betting advertising should have no place in broadcasts or reports via television, radio, and written press. The National Lottery is already setting a good example by not advertising its sports betting on these channels,” van Peteghem said.

Earlier this month, the Belgian Gambling Commission issued a reminder to all operators in the country, outlining their responsibility to adhere to regulatory rules and laws on the run-up to and during the World Cup.

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