Belgium's online gambling rates have almost doubled over five years, climbing from 7.9% of the population in 2018 to 14.8% in 2023. At the same time, more than half of all Belgians are exposed to gambling advertising every week, according to a survey by Sciensano. The Belgian Association of Gaming Operators, or BAGO, is now pushing for a tougher crackdown on the country's existing ad ban.
The jump in participation
The Sciensano data, which tracks health-related behaviors, shows the proportion of Belgians who gamble online rose steadily between 2018 and 2023. The 7.9% figure from 2018 nearly doubled to 14.8% in the latest survey. The increase covers all age groups, though the survey did not break down demographics further. The figures come as Belgium's gambling market has expanded with more licensed online platforms.
Weekly ad exposure remains high
Despite a legal ban on gambling advertising that took effect in July 2023, 52.6% of Belgians still report seeing gambling ads at least once a week. The survey did not specify whether those ads come from unregulated sources, foreign operators, or loopholes in the ban. The high exposure rate suggests the ban isn't being fully enforced or that ads are reaching audiences through channels not covered by the law.
BAGO's call for tougher enforcement
BAGO, which represents licensed gambling operators in Belgium, has publicly called for stronger enforcement of the advertising restrictions. The association argues that a ban only works if it's backed by real monitoring and penalties. Without that, operators who follow the rules lose out to those who don't. BAGO's statement stops short of specifying which enforcement measures it wants—whether larger fines, more regulator oversight, or a broader definition of what counts as gambling advertising.
The group's position puts it in an unusual spot: normally operators resist ad restrictions, but here they're asking regulators to make the ban actually stick. The logic seems to be that a properly enforced ban levels the playing field and might reduce the stigma on legal operators.
The question now is what the Belgian gambling regulator will do. The Sciensano survey provides hard data that the current approach isn't working. BAGO's call adds industry pressure. But no new regulations or enforcement actions have been announced since the data was released. The next step likely rests with the government's response to the survey and BAGO's request.
