Belgium gambling advert: Complete media ban, stadium restrictions and final sponsor exit by 2028

Belgium consistently "tightens the screws" in gambling advertising: first - all the main channels of mass communications, then - the sports infrastructure and, as a result, the complete departure of bookmakers and casinos from the sponsorship of professional sports. This policy aims to reduce the normalisation of the game and protect vulnerable groups.

Timeline of restrictions: from media to sports

From July 1, 2023: advertising of gambling on TV, radio, cinemas, print press, outdoor advertising, as well as on the Internet and social networks is prohibited. This radically reduced the "contact points" with the audience outside of sports broadcasts and arenas.

From January 1, 2025: a ban on advertising gambling in stadiums and sports infrastructure came into force; the procedure for sponsorship integrations was further regulated through the regulator's procedures.

From January 1, 2028: sponsorship of professional sports clubs is prohibited (including the placement of logos on the form). Prior to that, there was a transition period with very narrow exceptions and strict format limits.

What exactly is considered advertising and where risks arise

Mass media and public space: any messages that stimulate participation in the game (calls, promotional mechanics, bonuses, celebrity endorsements), in the channels listed above - prohibited.

Digital environment: targeted campaigns, native advertising, lead magnets and retargeting are not allowed - even if the platform is trying to filter out an 18 + audience.

Sports: placing brands in arenas, perimeter shields, LED tapes and other equipment is prohibited from 2025; the final shutdown of club sponsorship is from 2028. During the transition period, strictly limited formats were allowed (for example, small logos without slogans and with strict time/area limits).

Tone and mandatory warnings

Even in those rare cases where communication is allowed (e.g. legal notices, information pages), the regulator requires restraint, visible warnings about risks and the absence of "heroization of winnings." The goal is to minimize the impact on young people and vulnerable groups.

What market participants should do

To operators

1. Full audit of communications: disable/reconfigure all channels subject to the ban; review content policy and calendar.

2. Sports partnerships: from 2025 - remove advertising in stadiums; build de-branding scenarios for uniforms and stadium infrastructure by the deadline of 2028.

3. Legal templates: update contracts with athletes/clubs, media and agencies, taking into account the decree and clarifications of the regulator.

4. Internal control: implement preventive checklists and final legal-approve before any public activity.

Media and agencies

1. Filters and block lists: do not accept gambling advertising materials in prohibited formats/channels.

2. Content instead of promo: Neutral news coverage of sports is possible without commercial integration of excitement and without links/calls for betting.

3. Contractual guarantees: prescribe guarantees of compliance with the decree in briefings and media plans; provide for penalty clauses.

Sports organizations

1. Transitional revenue model: plan for replacing sponsorship revenues, diversification of the partner pool.

2. Match-day compliance: remove gambling identity from arenas, LEDs, press walls; adjust guidelines for teams and staff.

Effects and side effects

Reducing the "normalization" of the game in public space and sports is the target effect of the regulator.

The risk of part of the audience leaving the gray zone is a discussed consequence that requires the state and the industry to strengthen the sewerage system to the licensed ones. be-operators and educational campaigns.

Frequent questions

Can bonuses be advertised online? No - advertising of gambling on the Internet is prohibited; any promotional mechanics in public channels are subject to the ban.

And if it's the sponsorship logo on the uniform? Transitional exceptions were strictly limited and will finally disappear by January 1, 2028.

What about renting perimeter advertising at the stadium? Prohibited from January 1, 2025.

The Belgian model is a strict ban on media from 2023, the shutdown of stadium advertising from 2025 and the final withdrawal of sponsors from professional sports by 2028. For the industry, this means moving from marketing to compliance and service, and for society, fewer triggers and a safer environment for consuming entertainment.