Belgian Gaming Commission Steps into Historic Collaboration with Top Football League to Monitor Ads

Lee R. - December 29, 2020

Cooperation between Belgium and its football league distinguishes new advertising protection guidelines.

The Belgian Gaming Commission BGC's efforts to strengthen safer gambling initiatives are kicking into another gear with the banning of certain stages of football matches.

Above and Beyond

For the BGC, the new certain stage measure is a way to “go beyond” existing legislatory guidelines protecting at-risk players.

New Objectives

While the full guidelines have yet to be released, their objective have been made clear.

The league and commision will prohibit operators from placing inducements to bet within their advertising messages.

Further, advertising on betting during certain stages of matches will be banned completely.

License Required to Advertise

Another key prohibition is against operators without licensed sponsoring clubs, a reminder that operators from abroad often place advertisements for betting on football jerseys without offering services within those jurisdictions.

New Approach

To enforce this, all sponsors must be reported to the Commission.

The regulator and league recently asserted in kind that each new collaboration between team and sponsor must be reported to the Gaming Commission, with the following caveat:

“When an operator commits infringements or loses its license, the Gaming Commission will also report this to the Pro League and the club for further action.”

Independent Oversight

An independent integrity committee including representatives from the academic and sporting world will additionally be created to monitor clubs policies recommend measures to enhance sporting integrity.

BGC Belgium expressed its commitment with “the Gaming Commission and the Pro League seeking “to go further than what is legally imposed today.”

Recent Strengthening of Ties

The new measures tightening gambling advertising come after the recent strengthening of ties between the Belgian Gaming Commission and top Belgian football division Jupiler Pro League.


The agreement set a precedent to introduce a series of responsible advertising measures including the aforementioned new ad bans. Look for more guidelines to be increasingly proactive as we learn what sections of matches are deemed inappropriate for punters to advertise during.


This is a chance for Belgium to take a leadership role in controlling advertising in a small model example that many larger jurisdictions in and out of Europe are sorely in need of.

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