Sciensano has reported that risky gambling behaviour in Belgium has remained stable over the past five years, although more than half of the population continues to be exposed to gambling advertising on a weekly basis.
According to the Belgium public health institute’s latest Health Survey, 2.6% of Belgian players currently display risky gambling behaviour, while 0.6% are considered at high risk of problematic gambling activity.
At the same time, the survey found that 52.2% of the Belgian population is exposed weekly to at least one form of gambling advertising via either television, websites or social media platforms.
The research also highlighted the continued dominance of lottery products within the Belgian market, with nine out of 10 Belgian players participating in lottery games.
Exposure to gambling sponsorship appears more mixed. Around one in 10 Belgians reported frequent exposure to sponsorship activity, while four in 10 stated they noticed little or no gambling sponsorship at all.
The Sciensano survey also found that men and younger demographics consistently reported higher levels of advertising exposure than women and older age groups, reflecting broader international trends linked to digital platform usage and online advertising reach.
Sciensano report follows strict Belgian measures
It also comes after what has been a turbulent few years for regulation in Belgium, which was initiated by a wide ranging advertising ban that was proposed in 2023 and implemented a year later.
Another big move in 2024 was the raising of the legal gambling age from 18 to 21, while gambling sponsorship exposure may have been reduced due to the ban on sports sponsorship, which came into effect at the start of 2025.
According to Sciensano, television, sports coverage (likely from overseas) and social media influencers remain among the most prominent sponsorship touchpoints for Belgian consumers.
Under the current framework, licensed private gambling operators are prohibited from advertising via television, radio, newspapers, magazines and social media, as well as through direct communication channels including email, post and SMS.
Only limited exceptions remain permitted, including communication within physical gambling venues, on operators’ own websites and under certain conditions through targeted search engine advertising.
However, the report also highlighted what it described as “blind spots” within the Belgian framework.
The National Lottery falls largely outside Belgium’s Gambling Act despite accounting for the overwhelming majority of player participation.
As a result, lottery advertising remains broadly permitted across television, radio and social media channels.
The report also pointed to the continued presence of the illegal online gambling market, which remains largely outside the practical reach of Belgian advertising restrictions.
Nothing new here…
This seems to be a global problem that regulators are struggling to get to grips dealing with – one which will be familiar to many.
Unlicensed operators are reportedly continuing to target Belgian consumers through social media, affiliate platforms, influencers and other digital channels without obligations linked to age verification, EPIS exclusion systems, deposit limits or player protection requirements.
The Belgian Association of Gaming Operators (BAGO) said the findings underline the need for a more coherent and enforcement-focused gambling policy.
“Exposure to gambling advertising and sponsorship remains a real societal reality, but today it does not originate exclusively from licensed private operators,” the trade body said.
“It is also influenced by actors who fall outside the prohibition, operate under transitional regimes, or fail to comply with the rules.”
The association said effective policy should instead focus on the three priorities of stronger enforcement against illegal operators; coherent advertising rules across all gambling products; and maintaining recognisability of licensed gambling offerings.