The Belgian Association of Gaming Operators (BAGO) has called for tighter enforcement against illegal gambling sites and consistent rules across all gambling products, citing Sciensano Health Survey data showing 52.2% of Belgians are exposed to gambling advertising at least once a week despite one of Europe’s strictest advertising regimes.
The trade body argued that further restrictions on licensed operators would not address the underlying exposure problem and called for stronger powers for the Kansspelcommissie, the Belgian Gaming Commission, to act against unlicensed sites that continue to reach Belgian consumers online.
What the Sciensano data shows
According to the Sciensano Health Survey cited by BAGO, 2.6% of people in Belgium display risky gambling behaviour, a figure that has remained stable. A further 0.6% of the population is classified as at high risk of developing problem gambling. Among Belgians who gamble, nine in ten participate in lottery games.
The 52.2% weekly exposure figure covers all forms of gambling advertising captured by the survey, with television, websites and social media identified as the main channels. Sponsorship exposure is more uneven, with around 10% of respondents reporting frequent exposure and 40% saying they rarely or never see gambling sponsorship.
The data also shows demographic differences. Men and younger respondents report higher exposure than women and older age groups. Television and sport remain core channels for sponsorship, alongside an expanding role for social media and influencers.
The current Belgian advertising regime
Belgium operates one of the most restrictive gambling advertising regimes in Europe, sitting alongside markets such as Spain, which introduced tobacco-style warning labels for online gambling in October 2025. A Royal Decree introduced in February 2023 and applied from July 2023 banned licensed private operators from advertising on television, radio, print media and social media, with limited exceptions for operator websites and physical points of sale. The framework was reinforced by further measures in February 2024.
BAGO said the framework leaves two significant gaps. The National Lottery is largely outside the scope of gambling advertising rules despite high participation rates among Belgian gamblers. Illegal operators continue to reach Belgian consumers online without the protections that apply to licensed sites, including age verification, EPIS self-exclusion checks and deposit limits.
The trade body said the 52.2% exposure figure recorded by Sciensano does not distinguish between legal and illegal sources and therefore cannot be attributed solely to licensed operators. It argued that further restrictions on already heavily regulated operators would reduce the visibility of the legal market without tackling the actual drivers of exposure.
BAGO’s policy asks
BAGO set out four areas where it wants Belgian policy to shift. The association called for stronger enforcement against illegal operators, consistent rules applied across all gambling products including those offered by the National Lottery, clearer visibility for licensed providers, and enhanced powers for the Kansspelcommissie to tackle unlicensed activity.
The statement frames the policy debate around channelisation, a concern shared by other European regulators dealing with parallel issues. The Netherlands channelisation rate fell below 50% in the first half of 2025, while jurisdictions including Italy have moved to expand technical measures against unlicensed traffic, with the country launching a digital firewall against illegal online gambling in September 2025.
Supervision shift from 1 June
The policy intervention comes shortly before a structural change to the Belgian regulator. From 1 June, the Kansspelcommissie will move under the authority of the Federal Public Service (FPS) Economy and will be supervised by the Minister of Economy. The reorganisation shifts oversight from a setup where multiple ministries shared responsibility to a single line of supervision under economic affairs.
The change will affect how the Commission interacts with government on issues including enforcement priorities, advertising rules and the regulatory perimeter that BAGO has flagged. The Belgian Gambling Commission’s expanded powers to tackle illegal activity, central to BAGO’s policy demands, will be one of the first tests of the new supervisory arrangement when it takes effect.
Source: Belgian Association of Gaming Operators
