Less than 3% of Belgians display risky gambling behavior despite high exposure to ads, says Sciensano

(AsiaGameHub) –   Sciensano indicates that risky gambling habits in Belgium have stayed consistent over the last five years, even as over half of the population is still exposed to gambling advertisements weekly.

The most recent Health Survey from the Belgian public health institute reveals that 2.6% of Belgian gamblers currently exhibit risky behaviour, with 0.6% identified as being at high risk for problematic gambling.

Concurrently, the survey discovered that 52.2% of Belgians encounter at least one type of gambling advertisement each week through television, websites, or social media platforms.

The study further emphasized the ongoing prevalence of lottery products in the Belgian market, as nine out of every ten Belgian players engage in lottery games.

Gambling sponsorship exposure seems more varied. Approximately one in ten Belgians reported regular exposure to sponsorship, whereas four in ten indicated they observed minimal or no gambling sponsorship whatsoever.

Additionally, the Sciensano survey determined that men and younger age groups consistently reported greater advertising exposure compared to women and older demographics, mirroring wider global patterns associated with digital platform use and online ad reach.

Sciensano report comes after stringent Belgian measures

This report also follows a tumultuous period for regulation in Belgium, beginning with a comprehensive advertising ban proposed in 2023 and enacted the following year.

A significant change in 2024 involved increasing the legal gambling age from 18 to 21, and gambling sponsorship exposure might have decreased due to the prohibition on sports sponsorship, effective from early 2025.

Sciensano states that television, sports coverage (presumably international), and social media influencers continue to be key sponsorship points for Belgian consumers.

Within the existing framework, licensed private gambling operators are forbidden from advertising through television, radio, newspapers, magazines, and social media, along with direct communication methods such as email, post, and SMS.

Only a few exceptions are still allowed, such as communication within physical gambling establishments, on operators’ dedicated websites, and under specific circumstances via targeted search engine advertising.

Nevertheless, the report also pointed out what it termed “blind spots” within the Belgian regulatory structure.

The National Lottery largely operates outside Belgium’s Gambling Act, even though it represents the vast majority of player involvement.

Consequently, lottery advertising is still widely allowed across television, radio, and social media platforms.

The report further noted the ongoing existence of the illegal online gambling market, which largely evades the practical scope of Belgian advertising limitations.

A familiar challenge…

This appears to be a worldwide issue that regulators are finding difficult to manage – a situation many will recognize.

Unlicensed operators are reportedly still targeting Belgian consumers via social media, affiliate platforms, influencers, and other digital channels, bypassing requirements for age verification, EPIS exclusion systems, deposit limits, or player protection.

The Belgian Association of Gaming Operators (BAGO) stated that these findings emphasize the necessity for a more consistent and enforcement-driven gambling policy.

“Exposure to gambling advertising and sponsorship continues to be a genuine societal issue, yet it no longer stems solely from licensed private operators,” the trade association commented.

“It is also impacted by entities that are exempt from the ban, operate under temporary regulations, or neglect to adhere to the rules.”

The association suggested that effective policy should instead concentrate on three key priorities: more robust enforcement against illegal operators; consistent advertising regulations for all gambling products; and preserving the distinctiveness of licensed gambling offerings.