(AsiaGameHub) – The Belgian Gaming Commission, also known as the Kansspelcommissie, has issued a renewed warning to operators in advance of the forthcoming 2026 FIFA World Cup.
The Commission has indicated its intention to rigorously oversee bonus promotions, advertising campaigns, and football-related sponsorship visibility throughout what is typically one of the industry’s most active periods.
In a firm reminder issued to the market, the regulator informed operators that the nation’s stringent regulations concerning gambling advertising and inducements remain fully effective, and that inspectors will “strictly monitor” any unauthorised activities during the tournament.
This warning primarily addresses Articles 60 and 61 of Belgium’s Gambling Act, which collectively establish one of Europe’s most rigorous regulatory structures for promoting gambling.
Article 60 prohibits bonuses and incentives for players, whereas Article 61 institutes a comprehensive ban on gambling advertising, with exceptions only for instances explicitly allowed by Belgium’s Royal Decree on gambling marketing.
The Commission explicitly stated that the Belgian industry should not view the World Cup as a reason to engage in more aggressive marketing tactics.
Under Belgian law, free bets, bonus credits, cashback mechanisms, loyalty rewards, retention initiatives, and other promotional advantages aimed at attracting or keeping players continue to be forbidden.
Furthermore, any benefit linked to player actions, specific engagement, or limited-time promotions could also contravene these regulations.
While the World Cup is anticipated to be a period of intense customer acquisition for betting firms, with operators throughout Europe intensifying their advertising, sponsorship activations, and bonus schemes, Belgium is now asserting that it expects no leniency in standards during the World Cup period.
Belgium has also implemented restrictions on social media advertising.
Engagement features like likes, comments, and shares are required to be deactivated where technically feasible, and “calls to action” that encourage interaction are forbidden. Sponsored gambling advertisements on social media platforms remain largely prohibited.
Belgium’s Stance Against Gambling Advertisements in Sports
As of January 2025, gambling logos are forbidden on the front of sports jerseys in Belgium – a prohibition that will also be implemented in the English Premier League starting from the 2026/27 season.
The size of logos is also strictly limited, and gambling branding at sports venues has faced restrictions.
The regulator issued a specific caution that efforts to bypass these regulations via affiliated fan platforms or informational websites connected to betting operators could still be classified as gambling advertising under Article 61.
Belgium’s warning aligns with increasing political and regulatory pressure throughout Europe to diminish the prominence of gambling in sports, particularly within football.
This week, the Netherlands’ gambling authority, the Kansspelautoriteit (KSA), issued a comparable warning to its domestic operators.
The KSA has recently demonstrated particular strictness with its operators, as penalties and cautions for violating marketing regulations have become quite frequent.
As previously detailed, Belgium represents another jurisdiction where gambling businesses must exercise extreme caution to adhere to the regulator’s guidelines.
From a player protection standpoint, progress has been observed, with a recent Sciensano study indicating that merely 2.6% of Belgian players currently exhibit risky gambling behavior, and 0.6% are identified as being at high risk of problematic gambling.
However, the Commission’s warning might be partly attributable to the same study’s finding that 52.2% of the Belgian population is exposed to at least one form of gambling advertising on a weekly basis.
Given the anticipated global increase in gambling activity during the World Cup, particularly in a nation like Belgium where football is arguably the most favored sport, the Commission aims to proactively implement protective measures for its players.
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