Belgian Gaming Commission issues marketing warning ahead of FIFA World Cup

(AsiaGameHub) –   The Kansspelcommissie has stated its intention to monitor for any breaches of Belgium’s stringent gambling marketing regulations.

Belgium.- The Belgian gambling authority, the Kansspelcommissie, has issued a caution to gambling operators regarding their marketing practices in the lead-up to the 2026 FIFA World Cup. The commission has indicated it will closely observe all licensee campaigns, encompassing advertising, promotional activities, and sponsorships throughout the tournament.

The regulatory body underscored that Belgium’s stringent limitations on gambling advertisements would be upheld, with inspectors tasked to meticulously observe marketing strategies to guarantee adherence to Articles 60 and 61 of the Belgian Gambling Act. Article 60 specifically prohibits player inducements and bonuses, whereas Article 61 institutes a prohibition on gambling advertisements unless expressly sanctioned by the country’s Royal Decree concerning gambling marketing.

The commission cautioned that the significant football event does not authorize businesses to engage in aggressive player acquisition. It highlighted that promotional strategies such as free bets, loyalty incentives, bonus credits, and cashback offers continue to be unlawful in Belgium. Furthermore, marketing initiatives linked to player conduct, including time-limited promotions or personalized engagement, are also prohibited.

The regulator also indicated its intention to monitor social media platforms. Operators are required to deactivate interactive functionalities such as likes, shares, and comments where technically feasible, and calls to action aimed at encouraging user interaction are forbidden.

In Belgium, sports-related gambling sponsorship has been prohibited since January 2025. Advertisements for betting at physical venues are also subject to stringent restrictions. Nevertheless, the regulator has previously cautioned licensees against exploiting loopholes in the gambling sponsorship ban, such as associating sponsorship with foundations, fan hubs, or news websites instead of directly with gambling brands. It asserts that such activities could still be deemed illegal advertising under Article 61.

This cautionary statement aligns with comparable actions undertaken by other regulatory bodies. Both the KSA in the Netherlands and the ANJ in France have similarly advised operators to exercise prudence regarding their World Cup marketing and advertising endeavors.