FEATURE
IN SYNC : LIVING WITH THE RULES IN BELGIUM
Belgium was among the first regulated markets in Europe to bring in major marketing restrictions for gambling , including a ban on bonuses that came into effect in 2020 . Those in the market explain how they ’ ve learned to accept and adapt to the rules in place rather than work against them . By Daniel O ’ Boyle
C ountries across Europe have tightened rules on advertising in recent years , with Belgium among the first to get truly serious with its crackdown .
Marketing restrictions began in Belgium in 2011 , when operators were first required to clearly explain their advertising strategies – and how they show moderation – to the regulator .
But it was in January 2018 that the major ad crackdown was approved by Royal Decree , becoming law later that year .
That decree included a ban on marketing online casino games , as well as a number of restrictions on bonuses .
While the casino advertising ban was ultimately overruled by the courts , things quickly got more difficult for operators looking to acquire customers , as a Council of State ruling ultimately replaced the bonus restrictions with an outright ban .
Belgium ’ s marketing rules are still among the strictest of any regulated market , but many more countries have pondered similar levels of restriction .
More than three years on from the Royal Decree becoming law , it seems operators have learned to live with the rules .
DEALING WITH THE RULES
Stefan Venken , chief marketing officer for Napoleon Sports & Casino , says that ultimately the rules were created with player protection in mind , and thus any responsible operator should take them seriously .
“ Why were they put in place ?” he asks . “ Well , the intention is always to protect
Q1 2022 • ISSUE 89 • 47