The Belgian Association of Gaming Operators (BAGO) has called for stronger enforcement against illegal gambling operators following the release of a new survey on gambling advertising exposure in Belgium.
BAGO reported that the gambling advertising market in Belgium is considered a “fragmented marketplace” due in part to an array of advertising restrictions that apply to licensed operators, exemptions for the National Lottery, and the continuous operation of illegal gambling operations.
Over the course of both the 2023 and 2024 fiscal years, 52.6% of Belgians reported being exposed to gambling-related advertisements at least once per week. Ads were most frequently found on television, websites and mobile applications, and social media.
In 2023, licensed online gambling operators in Belgium are restricted from advertising, with advertisement exposure limited to the operator’s own websites, at points-of-sale, and with minimal usage of search engine marketing.
The association cautioned that should licensed operators face additional restrictions regarding advertising methods, the visibility of regulated operators would diminish while the illegal gambling market would continue to operate unregulated. BAGO called for enhanced enforcement of illegal gambling operators, along with greater consistency in advertising.
Respondents to the survey also provided data on their gambling behaviours. Lottery games reported an average participation rate of 92.4% over the previous 12 months. Sports and horse racing betting made up 8% of active participants, followed by online casinos, other iGaming products, and poker.
