The Belgian Gaming Commission is currently examining whether Eden Hazard’s social media activity breaches the country’s strict advertising laws. This investigation is part of Belgium’s broader crackdown on gambling promotion, especially concerning unlicensed operators like Stake, for whom Hazard serves as an ambassador. Belgian Gaming Authority
Hazard’s social media posts, which reach approximately 27 million followers, are under scrutiny to determine if they illegally target Belgian consumers. Belgium’s regulations on gambling advertising are among the most rigorous in Europe. Since July 2023, the country has been gradually banning gambling ads across various media platforms, with the goal of eliminating all forms of promotional content by 2028. The restrictions started with bans on broadcast, print, and digital advertising, and will extend to stadium advertising and sponsorships in the coming years.
The government’s underlying aim with these measures is to shield vulnerable populations from gambling-related harm. Promotions for unlicensed operators, such as Stake, which is listed among Belgium’s unauthorized gambling websites are considered a significant regulatory risk. According to Stefaan Savenberg of the Gaming Commission, “We are going to investigate to what extent that advertising is targeted at people in Belgium, because that is of course prohibited.” He further noted, “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.”
This inquiry coincides with Belgium’s ongoing efforts to strengthen protections for young people. In September 2024, the country unified its gambling age limit at 21 across almost all forms of betting and gaming, aligning sports betting, arcades, and bingo with the existing casino age restrictions. Concerns remain, however, that strict domestic regulations might inadvertently push younger players toward unlicensed and potentially unsafe operators. A study commissioned by the Belgian Association of Gaming Operators (BAGO) revealed that nearly half of men aged 18 to 21 had gambled on illegal websites, with social media and sports sponsorships as primary avenues for such activity.
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The government’s phased approach to banning gambling advertising reflects a strategic effort to prevent the normalization of gambling, especially among youth. By gradually tightening restrictions and banning personalized social media ads, Belgium aims to curb the influence of gambling promotions. The total ban scheduled for 2028 signals a decisive move to eliminate promotional content entirely. If the Gaming Commission finds that Hazard’s promotional efforts violate the law, it could lead to mandatory removal orders and other regulatory penalties. Belgian Gaming Authority
