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Renewed Involvement of Gambling Firms in Belgian Football

14 December 2020, 15:51
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The Belgian Gaming Commission (BGC) and the Jupiler Pro League (JPL) signed a deal on the new gambling advertising regulation in football. According to the latest betting news, the cooperation aims to improve the conditions for gamblers by reducing the harmful influence of inappropriate content.

Renewed Involvement of Gambling Firms in Belgian Football

The Belgian national gambling regulator, Gaming Commission, is taking steps towards better control of the country's gambling market. In order to increase punters' awareness and safety, the BGC has agreed on a deal with the local football upper-division called Jupiler Pro League.

One of the primary requirements will be the synchronization of the deals between betting firms and football clubs. Thus, if the Gaming Commission doesn't authorize the particular gambling company, it won't be allowed to sponsor the Belgian upper-division club. Moreover, if a betting or gambling company loses its Belgian license, the club will be informed and has to take appropriate measures.

What will change in advertising?

As one of the primary targets is a punter, the advertising sector will face adjustments. Thus, it will be disallowed to use 'call-to-action' tactics while advertising a gambling operator during the matches. The BGC sees this step as the obligatory one in preventing the provocation of harmful behavior. A similar requirement will be applied in the clubs' marketing campaigns concerning the cooperation with a betting firm.

Another important step is organizing the workshops aimed at increasing awareness among the clubs' players. Such an activity will be implemented across all the JPL teams with a special emphasis on the youth teams.

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