Gambling in Europe: doctors call for a strict ban on advertising

The medical community's push for a European-wide ban on gambling advertising stems from compelling research demonstrating the link between advertising exposure and gambling addiction. Studies consistently find that advertising increases gambling activity, potentially triggering addictive behaviors—especially in vulnerable groups such as young people and those with existing mental health issues. Advertising, by normalizing gambling, often downplays the risks involved and exploits psychological triggers to encourage play. Some key studies highlight that individuals exposed to gambling ads are more likely to engage in gambling and develop problematic habits. This has raised major concerns among healthcare providers who see firsthand the impact of addiction on individuals and communities. As such, the push for stricter advertising bans is seen as an urgent public health measure, aiming to prevent the normalisation of gambling and reduce the incidence of gambling-related harm across Europe.

In Belgium, gambling advertising is regulated under Articles 60 and 61 of the Belgian Gambling Act. These laws impose restrictions on the times and places where gambling advertisements can be displayed, attempting to limit exposure, particularly to minors. However, many in the healthcare sector argue these measures are insufficient. Belgium's current approach is moderate compared to other European countries, such as Italy, which has taken a hardline stance by implementing a near-total ban on gambling advertisements, irrespective of the medium. The UK also implements strict guidelines and penalties for companies breaching advertising standards. As the debate around gambling advertising intensifies, Belgium will need to weigh its current laws against the more restrictive measures seen in other countries and decide whether stronger action is necessary.

The public health argument for a strict gambling advertising ban is grounded in the potential to significantly reduce gambling harm. Health officials highlight that diminishing the visibility of gambling ads may lower gambling initiation and reduce the normalization of such activities. This is particularly relevant in Belgium, where advertising can reach a wide audience through various channels. Furthermore, the responsible gambling framework in Belgium seeks to protect at-risk individuals through measures such as self-exclusion and support services, including stopgambling.be. These resources aim to create a safer gambling environment, yet advocates argue that a more comprehensive advertising ban would bolster these efforts by addressing the issue at its behavioral root. As public health disciplines often do, the call for a ban focuses not only on treating addiction but on preventing exposure, a strategy that many believe would lead to long-term reductions in gambling-related issues.