The prestigious football league Jupiler Pro League has recently cooperated with the Belgian Gaming Commission to develop a series of responsible advertising guidelines for the industry in that country. The Jupiler Pro League is the top league competition for association football clubs in Belgium contested by 18 clubs.
The move includes a ban on any partnerships associated with the leagues clubs and any online gambling operators that are not properly licensed by the Belgian Gaming Commission allowing them to offer bets in the Belgian jurisdiction. The Gaming Commission is expected to tell the Pro League officials when an operator has infringed on the rules or if a gambling operator has lost its licence enabling the league and the relevant club to take appropriate action. All sponsorship arrangements must be reported to the Commission and the guidelines point out that any gambling associated advertising must not include inducements to wager.
Although the pro league and Gambling Commission did not release the full guidelines “Advertising betting on certain stages of a match” is also not permitted. The Belgian regulator did not elaborate on what type of bets this entails. The involved bodies commented on the guidelines in a joint statement which read, “The absolute starting point of communication and marketing around games of chance and betting is the protection of consumers.” Adding, “It is essential that excessive gambling should be prevented as much as possible. That is why the Gaming Commission and the Pro League want to go further than what is legally imposed today.”
It was noted that an independent committee dealing with the integrity issues will be created. The committee representatives are said to include those from both the sports and academic spheres. The new organization will monitor the clubs’ policies and recommend enhanced additions to sports betting integrity.
