(AsiaGameHub) –   The Belgian Association of Gaming Operators (BAGO) is advocating for more robust action against unlicensed gambling providers, following the release of a new study examining exposure to gambling advertisements in Belgium.

BAGO described the Belgian gambling advertising landscape as a “fragmented marketplace,” attributing this partly to the numerous advertising limitations imposed on licensed operators, exemptions granted to the National Lottery, and the ongoing presence of illegal gambling operations.

During both the 2023 and 2024 fiscal years, 52.6% of Belgians indicated they encountered gambling-related advertisements at least once a week. Television, websites and mobile applications, and social media were identified as the most common platforms for these ads.

In 2023, licensed online gambling operators in Belgium are subject to advertising restrictions, with advertisements primarily confined to their own websites, points of sale, and limited use of search engine marketing.

The association warned that if licensed operators face further restrictions on their advertising methods, the visibility of regulated operators would decrease, while the illegal gambling market would continue to operate without oversight. BAGO has called for intensified enforcement against illegal gambling operators and greater uniformity in advertising practices.

Survey respondents also shared data regarding their gambling habits. Lottery games saw an average participation rate of 92.4% over the past 12 months. Sports and horse racing betting accounted for 8% of active participants, followed by online casinos, other iGaming products, and poker.