Belgium review on gambling advertising during football games

Belgium’s gambling operators are soon likely to be facing further advertising restrictions. The Belgian Gaming Commission (BGC) report found widespread gambling advertising in Belgian football thanks to league sponsorships.

The BGC report revealed that 14 of the 18 top division clubs in Belgium including 6 in the championship playoff, were sponsored by gambling operators last season. Not forgetting Unibet also sponsoring the Jupiler Pro League.

The report highlighted the use of sponsors logos on club websites and gambling led advertising on social media being displayed through the Belgian Clubs platforms themselves.

“The analysis of the gambling advertising shown during the football play-offs and the analysis of the betting data show, on the one hand, that gambling advertising is ubiquitous in football events and on the other hand, that an increase in gambling activity can be observed on the playing days of the play-offs,” the report said.

The report outlined that the vast amount of gambling advertising displayed during football matches, could give the viewers the impression that gambling is a built-in part of sports.

The commission has said it would further examine the problem to understand whether restrictions on gambling advertising should be implemented, including a ban on advertising gambling during sports events.