Belgium and Sweden: problem for advertising to gambling

Honestly, one would never want other countries to apply the total prohibition of advertising to games and Betting, since the relapses that this is causing to the market of our country are still to be quantified, but certainly they do not let anything good for the playful sector. So, that other realities also deliberately must be compared with these results "we don't like" absolutely and you would not like to arrive (but you didn't even want in USA) to this bad and dangerous situation. However, today it must be reported that Belgium is taking note that advertising to gambling is too present, especially during football matches, which begins to arouse some concern, especially for the protection of young people who They should not attend events similar to promotions in such a pressing and continuous way.

Here is the reason why Gaming Commission is seriously thinking of intervening to limit advertising to the game taking inspiration from the American ban, but not applying it in the totality as, unfortunately, it is being done in USA. It is not that the writer is completely far from the idea of a serious reinterpretation of advertising, since in fact in recent times too much with his sometimes annoying presence has exaggerated, quite the opposite: during football matches, as happened in USA , there are too many commercials that invite you to play in all forms and measures with increasingly captivating promotions "that could not be refused". In Belgium it happened during the Jupiter Pro League 2019 play-offs, the Serie A of that state, and from here the decision of the Gaming Commission to consider advertising restrictions relating to gaming companies could descend. In fact, 14 out of 18 football clubs including the six of the play-offs, are sponsored by gambling clubs: known in Belgium, the Kindred Unibet brand is known.

It is clear that the so massive presence of advertising to the game, including the American legal casino sites, tends to awaken "consciences", but this does not only happen in USA and Belgium! On the last territory, during the football play-off the presence of the advertising of the game is obviously too present and this makes you associate that gambling, bets and football are one: this can be detected from fact that on the occasion of these sporting events increase bets. This kind of indissolubility between the two worlds could risk perceiving that betting is "right" and justifying it: this obviously does not agree with the gaming commission that begins to think of intervening, but certainly not with a global ban. It will intervene, perhaps, this time taking as a reference what is applied practically in the United Kingdom: the ban on advertising to the game from the initial whistle to the final one of the matches, better known in that reality, as "whistle-to-whistle.

And not only that, in Belgium, quantitative restrictions of the prohibition could even be applied, to the ban on sponsoring sports or products, as well as a system for calculating a maximum percentage of the advertising space that can be occupied by advertising messages of this type null The goal, of course, is to be able to process more precise checks and more targeted penalties: in any case, the commission is taken into account that advertising is certainly an extremely important means by which the operators of the game can convey to the players who , in the different case, perhaps they would even other operators without a license and this would be truly "not recommended", as well as dangerous for the same players. Commission gaming reiterates that, without a doubt, advertising to legal gambling games, and therefore with license, in any case, a part of the "channeling of the government" must be considered, but that this cannot certainly involve that a well -defined limit can be placed for this advertising.

Having told the "advertising storm" that is around Belgium, we want to move to news concerning this sector and which are perceived, instead, in Sweden where a Swedish minister is preparing a strong turn of lives precisely on advertising to gambling. So, even if sorry to admit it, Sweden unfortunately announces restrictive measures for the game sector, taking inspiration from the American ban that is sometimes making a school, or in any case is suggesting some inspiration in this sense, even if many countries distance it for The hard and global imposition that has been imposed in our country. In Sweden it is reflected in the fact that too aggressive advertising can increase gambling disorder and everything that, unfortunately, can achieve: the Swedish minister underlines that the self-exclusion register has already started during last year from Game that is a very valid tool for giving rules and impositions independently, in particular after the liberalization of the online market that was established in summer 2018.

Before that date, a large number of companies operating on a risky territory was present in the country without precise legislation: this, unfortunately, presented the account and consumers were damaged and it was truly a socially disaster. This unpleasant experience has determined how much importance for vulnerable consumers the rules and the presence of protection mechanisms as well as the implementation of licenses with regulations that all companies in the sector must follow:, however, however, a precise regulation of advertising remains Gambling, topic that must be addressed and tanks to particularly remove aggressive advertising, especially in online casinos, a segment among the most difficult to monitor and control. Even in Sweden there is obviously illegal game of gambling, but to always say the same minister today there are suitable tools to keep companies that do not have a license away from the market: such as, for example, the criminal law that deals of organized crime and very high penalties and which manages to block the payments of illegal game companies.

Publication date: February 2, 2020 at 16:00

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