Belgium Tightens Gambling Rules for World Cup

Belgium’s Gaming Commission has warned gambling operators that strict advertising and promotional restrictions will remain fully enforced during the 2026 FIFA World Cup, as authorities prepare for an expected rise in betting activity linked to the tournament.

With the World Cup scheduled to run from 11 June to 19 July, regulators across Europe are increasing oversight of gambling companies. In Belgium, the Kansspelcommissie has made clear that operators should not expect any easing of the country’s rules during one of football’s busiest betting periods.

The regulator said it will “strictly monitor” the market for unauthorized practices during the competition, focusing particularly on bonus offers, advertising campaigns and football-related sponsorship activity.

Belgium already operates under some of the toughest gambling marketing rules in Europe. The Commission highlighted Articles 60 and 61 of the country’s Gambling Act, which govern player inducements and advertising restrictions.

Under Article 60, operators cannot offer bonuses or incentives designed to influence player behavior or encourage participation. Free bets, cashback offers, loyalty rewards, gaming credits and retention campaigns remain prohibited. Authorities also warned that promotions tied to customer engagement or time-sensitive activity could breach the law.

Article 61 places broad limits on gambling advertising unless specific exceptions apply under Belgium’s Royal Decree on gambling marketing. The regulator stressed that the World Cup does not change these legal obligations, despite the commercial pressure operators may face to attract new customers during the tournament.

“Operators are strongly urged to comply with the legal provisions,” the regulator said according to SBC News. “We will strictly monitor that potential players are not confronted with unauthorized practices. We count on the sense of responsibility of all operators to ensure both the protection of vulnerable and young players and a level playing field.”

Belgium Maintains Pressure on Sports Gambling Promotion

Belgium has steadily tightened its restrictions on gambling visibility in sports over recent years. Since January 2025, gambling logos have been banned from appearing on the front of sports shirts in the country. Authorities have also limited the size of gambling branding and reduced advertising exposure inside sports venues.

The Commission warned operators against attempting to bypass the restrictions through affiliated fan pages or informational websites connected to betting brands. According to the regulator, these platforms may still qualify as gambling advertising under Belgian law.

Social media advertising also remains heavily restricted. Sponsored gambling promotions on social platforms are effectively banned, while interactive features such as likes, comments and shares must be disabled where technically possible. The regulator added that operators cannot use “calls to action” encouraging users to engage with gambling-related content online.

Belgium’s position mirrors wider concerns across Europe about gambling exposure connected to football and other sports. Authorities have become increasingly focused on reducing the visibility of betting promotions, especially around large international tournaments that attract younger audiences and vulnerable consumers.

Regulators Prepare for Increased Betting Activity

Belgian authorities expect gambling activity to rise significantly during the World Cup, reflecting trends seen during previous major football tournaments. Regulators in the Netherlands have also issued warnings to operators ahead of the competition, with the Dutch Gambling Authority confirming it will intensify monitoring during the event.

The Dutch regulator said gambling activity increased during both the 2022 FIFA World Cup and the 2024 European Championship, prompting concerns that operators may increase marketing efforts to recruit players.

“We saw during the 2022 World Cup and the 2024 European Championship that gambling increased,” KSA chairman Michel Groothuizen said. “This makes it attractive for companies to attract new players during that period. Although I understand this, I strongly urge providers to remain mindful of the protection of young adults and other vulnerable groups and to observe the applicable rules. If we see that this is not happening, we will take immediate action.”

Belgium’s Gaming Commission also pointed to recent findings from a Sciensano study examining gambling behavior in the country. According to the research, 2.6% of Belgian players currently display risky gambling behavior, while 0.6% are considered at high risk of problematic gambling activity.

At the same time, the study found that 52.2% of the Belgian population is exposed to at least one form of gambling advertising each week. The Commission’s latest warning suggests regulators are aiming to reduce further exposure ahead of the World Cup, particularly as football remains one of the country’s most popular sports.