Belgium’s gambling regulator has launched an investigation into promotional content linked to former Chelsea footballer Eden Hazard’s ambassadorial role for online betting operator Stake.
The Belgian Gaming Commission is currently assessing whether Hazard’s social media posts, reaching an audience of approximately 27 million followers, violate national advertising regulations by targeting Belgian consumers.
Scrutiny over social media reach
Belgium enforces some of Europe’s most stringent regulations on gambling promotion. Since mid-2023, the country has implemented a phased ban restricting gambling advertisements across multiple media channels.
Initial prohibitions came into effect on 1 July 2023, covering broadcast, print, and digital advertising. Further restrictions on stadium advertising and sponsorships will follow in 2025, culminating in a complete ban on commercial gambling promotion, including all sponsorships, from 1 January 2028.
The Belgian government maintains that these measures seek to protect vulnerable individuals from gambling-related harm. As part of the restrictions, the promotion of unlicensed operators carries heightened regulatory risk. Stake, which holds no domestic gambling licence and is listed among Belgium’s unauthorised gambling websites, falls into this category.
According to local reporting, Gaming Commission spokesperson Stefaan Savenberg said: “We are going to investigate to what extent that advertising is targeted at people in Belgium, because that is of course prohibited.”
“Mr. Hazard has many Belgian followers on his Instagram page. Therefore, an investigation will have to determine whether the intention is to encourage Belgians to play on that illegal website.”
Youth protection measures shape regulatory approach
The inquiry comes as Belgium continues to tighten its broader gambling safeguards, particularly around younger consumers. In September 2024, the country standardised the minimum legal gambling age at 21 across nearly all gambling verticals, aligning sports betting, arcades and bingo with the long-standing casino age limit.
At the same time, concerns persist that strict domestic regulations may push younger consumers toward unlicensed operators. Research commissioned by the Belgian Association of Gaming Operators (BAGO) found that nearly half of men aged 18 to 21 had previously gambled on illegal websites, with social media and sports sponsorship among the main discovery channels.
Advertising ban tightens ahead of 2028 deadline
Belgian regulators’ phased enforcement strategy aims to prevent the normalisation of gambling advertising, particularly among youth, by imposing comprehensive advertising bans and targeting personalised messaging on social media. The total prohibition on gambling advertising and sponsorships, effective from 2028, underscores this focus.
Should the Belgian Gaming Commission determine that Hazard’s promotional materials breach national legislation, stakeholders may face mandatory removal orders and administrative sanctions.
Original article: https://igamingbusiness.com/legal-compliance/regulation/belgian-gambling-regulator-investigates-eden-hazard-promotional-stake/
