Belgium to Ban Front-of-Kit Gambling Ads and Introduce Stricter Sports Sponsorship Rules by 2025

The Gaming Commission of Belgium announced far-reaching restrictions with regard to sports sponsorship by gambling-related operators that will come into effect from 1 January 2025. New regulations are focused on creating a safer environment for players and try to address the rising concerns about the impact of gambling ads in sports.

Key Points in the New Regulations

New rules in force bar the display of the name and/or logo of a gambling operator on the front of sportswear but permit their presence, limited to 75 cm², on the rest of the kit. Ads within sports venues will be banned, and this drastically reduces the visibility of
promotional messages related to gambling within a sporting context.

These changes have their genesis in Article 61 of the Gambling Act, which provides for a principled ban on advertising except when explicitly permitted by Royal Decree. The new definition of advertising includes branding on foundations, supporter networks, websites, and online broadcasts. Authorities now classify any visible logo or brand name of a gaming operator as promotional, regardless of intent.

The regulations are based on the Royal Decree of 27 February 2023, which sets stringent conditions for gaming-related branding in sports. The sports clubs partnering with gambling operators will face significant limitations across multiple platforms, thereby changing the perspective of sponsorship agreements.

Fair Play and Protection of Players

The GC emphasizes that these measures aim to reduce potential harms from gambling advertising, particularly its impact on vulnerable people. It aims to ensure fair competition in sports and a correct solution for ethical concerns about gambling associations.

A New Era for Sports Sponsorship

Starting from January 2025, sports clubs should finally respect these wide-ranging restrictions as Belgium tightens its stance on gambling advertising in sports. This is a reflection of the commitment by the government to weigh the financial benefits of sponsorship with its societal impact and allow for a more balanced and protective sponsorship climate.

We want to remind you that gambling can be addictive. If you notice any signs of gambling addiction, please seek help at gambleaware.com. For more support and information, visit our Responsible Gambling section.

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