The Belgian Gaming Commission has suggested a set of modifications to advertising, which include prohibiting customized ads aimed at young individuals and restricting the overall volume of advertising.
The commission pointed out that the Belgian administration is contemplating plans to further tighten advertising regulations. Belgium has already prohibited bonuses, and a royal decree aimed at prohibiting online casino game marketing was ultimately rejected by the legal system.
The regulatory body has proposed six “stringent measures” that it claims will restrict the amount of advertising seen by the most susceptible groups.
The initial one of these measures is to prohibit personalized advertising targeting young individuals, excluded players, or players who have not participated in gambling for an extended period. However, the regulator did not specify the age or break time limit for this measure.
Moreover, it recommends a “general limitation on the individuals permitted to advertise.”
Additionally, it suggests making warning messages mandatory in all advertisements, as well as requiring players to opt out of personalized advertising.
The group also proposed prohibiting commercials on public displays in areas such as train terminals.
The oversight body also recommended that it should be granted more authority to act swiftly when marketing regulations are violated. It clarified that drawn-out penalty procedures, as they are currently, are pointless in the context of inherently short-lived marketing campaigns.
Moreover, the organization called for more adaptability in its capacity to enforce regulations. It stated that it would be able to operate more effectively if it were provided with direction on how to apply the rules, rather than just listing forbidden marketing practices.
The oversight body stated: “Experience has shown that the comprehensive list of prohibitions on advertising content included in the current Royal Decree 2018 is insufficient to prevent misuse and excess, and some rules quickly become obsolete and unsustainable.”
“The benefit of guidelines is that they are ‘forward-looking’ and ‘evolving’ so that they better reflect reality and changes on the ground. This would also enhance the role of the Gambling Commission as the regulator of the industry.”
Lastly, the oversight body suggested “establishing the permissible amount of advertising,” but did not propose specific frequencies for advertising.
Belgian legislators recently suggested a change requiring gamblers to create individual online gambling and casino accounts. This proposal has faced strong disapproval from the local operator association, BAGO, who argue that it could hinder safer gambling initiatives.
Earlier this year, the Belgian government implemented new restrictions on wagering limits, betting durations, and advertising for betting kiosks, which may provide gambling services.
This action follows the acquisition of the national postal service Bpost’s retail network by the gambling operator Golden Palace, which raised concerns about betting kiosks.
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