2. IAGR 2018 Copenhagen
ADVERTISING BAN
Does that do the trick?

3. KEY STATEMENTS
Limiting the number of operators is the best way to limit advertising and protect players 1
An advertising ban must be proportionate, suitable for achieving the objective invoked and not go beyond what is necessary 2

4. Effects of gambling advertising and Belgian opinion about it : study conclusions
GAMBLING GENERALLY HAS A BAD REPUTATION AMONG BELGIANS
28% of year olds believe that gambling should be banned
For slightly >50% of the age group, gambling should be discouraged.
69% believe that there are currently too many gambling opportunities
59% of year-olds agree with the statement that advertising for bets and games of chance should be banned completely
Even advertisements for the weekly draw games of the National Lottery are suddenly seen as negative, while this has never been an issue in the past decades
STUDY : (ONLINE) GAMBLING
NEW OPPORTUNITIES, NEW THREATS
Jan Velghe, Oct 2017

5. BRUTO MEDIA SPENDINGS Evolution private sector in Belgium
MILLIONS
EUROS
2010 Gaming Act allowing online sportsbetting and casino’s

6. KEY STATEMENTS
Limiting the number of operators is the best way to limit advertising and protect players 1
An advertising ban must be proportionate, suitable for achieving the objective invoked and not go beyond what is necessary 2

7. EU Court of Justice
“However, although the Member States are free to set the objectives of their policy on betting and gaming and, where appropriate, to define in detail the level of protection sought, the restrictive measures that they impose must nevertheless satisfy the conditions laid down in the case-law of the Court as regards their proportionality.”
“The restrictive measures imposed by the national legislation should therefore be examined in turn in order to determine in each case in particular whether the measure is suitable for achieving the objective or objectives invoked by the Member State concerned and whether it does not go beyond what is necessary in order to achieve those objectives.”
JUDGMENT OF — PLACANICA C-338/04, C-359/04 AND C-360/04

8. Is a general advertising ban suitable for achieving the objective or objectives invoked by the Italian government?
Does it go beyond what is necessary in order to achieve those objectives?

9. Games of chance have different risk factors & risk levels
SHORT ODD / LONG ODD
HIGH OF LOW PAY OUT
ILLUSION OF CONTROLLING THE GAME / SKILL VS NO SKILL
SHORT TIME GAPS BETWEEN EACH GAMBLE
FACILITY TO CHASE LOSSES (CONTINUOUS PLAYING)
THE ELAPSED TIME WHEN PLAYING A SESSION
SOUND AND COLOR EFFECTS
PLAYING LIMITS (NUMBER OF GAMES, SPENDINGS)
SOCIAL CONTROL …

10. Risk based approach Higher risk = stricter regulation
Channelling the consumer = no market expansion = take into account the sorts of illegal advertising or advertising for high risk games
Keep the boundaries between the different types of games

11. Belgian upcoming legislation
ADVERTISING FOR ONLINE CASINO GAMES:
Only on the website on which the operation of these games is authorized
Only personalised advertising (direct marketing)
Advertising for bonuses only on the website where the operation of these games is authorized / No cashbask or free spins in the event of a loss
ADVERTISING ONLINE BETTING:
No advertising during live coverage of sporting competitions
No advertising just before or after programmes aimed at children and minors
No advertising before 20:00h unless sporting programmes are being broadcast
Advertising for bonuses only on the website where the operation of these games is authorized / No cashbask or free bets in the event of a loss

12. To conclude
Limiting the number of operators is the best way to limit advertising and protect players 1
An advertising ban must be proportionate, suitable for achieving the objective or objectives invoked and not go beyond what is necessary 2