News revolving around iGaming ad bans is spreading like a disease. It looks like every day there’s another country or an institution fighting for a complete ban. For better or for worse, obviously, the entire situation concerning the industry is being carefully monitored.
Next Stop – Belgium:
These days, numerous operators from this country are dealing with multiple prohibitions on how they can promote their special offerings and in June they can expect a package of controls that was authorized in October last year to come into force.
Belgium is not the only country standing against such matters. Namely, at the beginning of this month, Norway announced that casino games could no longer be advertised on TV and that it was forbidden to promote any slot spins or bonuses.
Belgian operators will experience similar consequences. Furthermore, they will no longer be able to tout their offerings on national television. This refers to A+ and B+ gaming license holders or casino and gaming hall licensees.
What Now?
After these changes, operators will only be able to advertise themselves through websites that are licensed by the Belgian Gaming Commission or through personalized advertising which utilizes user behavior and interest data to reach players.
On the other hand, Sportsbook licensees or F1 + license holders are allowed only to feature televised promos after 8PM and they are not permitted to promote anything during live sports broadcasts.
Furthermore, casinos will not be able to use any athletes or other famous persons for promotional purposes and a cap on bonus offers is also going to be introduced. BGC president, Etienne Marique commented on this situation by stating:
“This ban is a step forward for the limitation of advertising for games of chance.”
Europe Implementing Positive Changes:
Belgium is not the only country that has decided to incorporate certain restrictions in terms of the iGaming ban. It looks like Europe has come to its senses when it comes to this topic, hence, a few days ago, Francisco Fernandez, leading Spanish economist and politician stood against gambling ads too.
Furthermore, Italy has also brought into force another advertising ban, making an exception only for land-based casinos.
On the other hand, UK operators are currently fighting for a ban on advertising before and during live sport broadcast from the start of the next season. GVC Holdings wants to pursue a complete TV ad ban.
Source: “Belgium Prepares To Implement iGaming Ad Ban” https://www.igamingbusiness.com/news/belgium-prepares-implement-igaming-ad-ban. iGamingBusiness. May 31, 2019.
