The Belgian television channels believe that a total ban “is not a solution to combat gambling addiction”. It is said that the illegal market and foreign players would benefit from it. With a total ban “there is no longer any possibility for prevention and players can no longer be channeled from the illegal circuit to the legal circuit”.
The broadcasters therefore propose other measures through self-regulation. It concerns restrictions on the content of the advertisements and the times of broadcast. For example, during live sports broadcasts, the channels would not show commercials. They are also willing to invest 20 percent of the revenue from gambling advertising in raising awareness about the dangers of excessive gambling.
It is striking that the proposal is supported by the public broadcasters. The VRT’s advertising department, the VAR, is part of VIA. The VRT already announced stricter rules regarding gambling advertising, which was also necessary according to the management agreement that the Flemish government concluded with the public broadcaster.