Belgium Implements Stricter Rules for Gambling Sponsorship

Starting January 1, 2025, Belgium will enforce sweeping restrictions on gambling sponsorship in sports.

Sports clubs can no longer accept deals with gambling operators, and logos must follow strict size limits.

These measures aim to protect minors and curb gambling-related harm, but concerns about unlicensed gambling websites persist.

Learn how Belgium’s new rules will reshape sports sponsorships and impact gambling advertising in the country.

Belgium Bans Gambling Sponsorship in Sports: New Rules Begin January 2025

Key Points

1. Gambling Sponsorship Ban: From 2025, sports clubs cannot partner with gambling operators or display their logos prominently.
2. Tighter Advertising Rules: Logos must comply with strict size limits, and affiliated brands must follow Gambling Act guidelines.
3. Concerns Over Unlicensed Sites: Research shows minors are turning to unlicensed gambling websites to evade age restrictions.

Belgium Introduces Tougher Rules for Gambling Sponsorship in Sports

The Belgian Gambling Commission (Kansspelcommissie, KSC) has announced that new rules on gambling sponsorship in sports will come into effect on January 1, 2025. These restrictions are part of Belgium’s ongoing efforts to regulate gambling advertising and sponsorship in sports, aiming to reduce exposure to gambling among vulnerable groups, including minors.

What Are the New Rules?

Under the new regulations, sports clubs will no longer be allowed to enter sponsorship or advertising agreements with gambling operators. Additionally, clubs must ensure that:

• Gambling logos do not appear on the front of sportswear or exceed a surface area of 75cm².
• Gambling-related promotions are excluded from stadium banners, pitch-side advertising, and other large-format displays.

The rules also extend to affiliated entities, such as foundations, supporter networks, and online platforms. Even if these entities are not directly involved in gambling, any associated advertising must comply with the Gambling Act 1999, including logo size restrictions.

A Broader Crackdown on Gambling Advertising

This update is the latest in a series of regulatory changes aimed at increasing gambling restrictions in Belgium. Earlier in 2024, the minimum age for gambling, except for lottery participation, was raised from 18 to 21. This makes Belgium one of only two EU countries—alongside Greece—to enforce a minimum gambling age of 21.

These efforts reflect growing concerns about the influence of gambling on young audiences, with regulators working to minimize potential harm through advertising controls and tighter age restrictions.

Concerns Over Unlicensed Gambling

Despite these regulatory advancements, the Belgian Association of Gaming Operators (BAGO) has raised alarms about the rise in unlicensed gambling among minors.

According to research commissioned by BAGO, young men increasingly turn to unlicensed gambling websites to bypass age restrictions and other safeguards. These platforms operate outside the regulated system, offering no protections for users.

BAGO emphasized the need for further enforcement against illegal operators to complement the new advertising restrictions. Without action, the organization warns that these unregulated platforms could undermine Belgium’s progress in creating a safer gambling environment.

A Balancing Act for Belgium’s Gambling Industry

The Kansspelcommissie’s latest rules demonstrate Belgium’s commitment to tackling gambling-related harm through comprehensive advertising and sponsorship reforms. However, the challenge remains in addressing unlicensed gambling, which poses a growing threat to consumer safety and regulatory compliance.

Good to Know: Belgium’s move to tighten restrictions follows a broader EU trend of regulating gambling ads and sponsorship deals to protect minors and promote responsible gambling.

Belgium’s decision to ban gambling sponsorships in sports and impose tighter advertising rules signals a significant shift in its approach to gambling regulation. These changes aim to protect vulnerable populations, particularly minors, while promoting a safer gaming environment.

However, the rise of unlicensed gambling websites presents a serious challenge to these efforts. To maintain its progress, Belgium must invest in stronger enforcement mechanisms and public awareness campaigns targeting illegal operators.

As the January 2025 deadline approaches, sports clubs, advertisers, and gambling operators must adapt to the new rules, ensuring compliance while supporting a responsible gaming culture. For Belgium, these reforms represent an important step toward balancing industry growth with social responsibility.