Affiliates thrive in Belgium’s strict advertising landscape

Affiliate marketing has become a cornerstone of the iGaming industry’s success, and its role in Belgium’s competitive landscape is no exception. As Belgium’s iGaming market continues to expand under strict regulatory frameworks, affiliate marketing provides operators with vital tools to attract and retain players in this highly regulated environment.

Belgium’s ban on advertising

Belgium has implemented strict regulations on advertising and operator practices, making it one of the most restrictive countries in Europe when it comes to gambling. Since 2018, online gambling operators in Belgium have been prohibited from offering game titles or bonuses and from encouraging gambling by promising new participation or deposit repayment in case of loss. They are also barred from exaggerating the chances of winning or suggesting that gambling can solve financial or personal problems. Following the Royal Decree of 27 February 2023, which took effect on 1 July 2023, . These restrictions apply to ads on television, radio, websites, social media platforms, newspapers, public posters, personalised emails, postal messaging services, SMS, social networks, and any printed materials.

Affiliates as a key marketing channel

For a time, the Belgian gambling industry was uncertain whether the stringent 2023 advertising ban would be extended to affiliate marketing. The Belgian Gaming Commission has since then clarified that affiliate websites promoting licensed gambling platforms are still permitted, provided they operate through information society tools. Affiliates can use the brand name, logo, or both, and run advertising campaigns where licensed operators’ ads appear as paid search results when users enter gambling-related keywords. Belgium’s regulations have significantly limited the scope of traditional marketing, making affiliate marketing an even more essential tool in the country. “Affiliation has become an extremely important traffic source for operators in Belgium due to the advertising ban in place since July 2023,” explained , adding, “new operators, in particular, are benefiting from affiliate traffic to grow their business.” Affiliates, with their ability to generate organic traffic, foster community engagement, and build trust, offer operators a compliant and effective way to promote their services while adhering to Belgium’s regulatory standards. The iGaming affiliate landscape also benefits from Belgium’s multilingual nature, with affiliates creating content in Dutch, French, and German to engage a diverse player base.

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