Online gambling in Belgium has almost doubled since 2018 despite one of Europe’s toughest gambling advertising bans, according to new data from the country’s Health Interview Survey 2023-2024 conducted by national public health institute Sciensano.
The survey found that 14.8 per cent of the Belgian population now participates in online gambling, up sharply from 7.9 per cent recorded in 2018. The findings add fresh pressure on Belgian regulators as concerns grow over problem gambling, illegal gambling platforms, and the effectiveness of advertising bans.
At the same time, new data from the iGaming intelligence platform Blask indicates that consumer interest in betting brands has remained elevated throughout the past year. The Blask Index, which tracks betting interest using search behaviour and intent-based signals, recorded Belgian betting interest levels fluctuating between 2.91 million and 3.54 million monthly interactions over the past 12 months.
The highest level was recorded in December at 3.54 million, while activity remained consistently close to or above 3 million during most months. Belgium has a population of 11.97 million, including more than 11.37 million internet users, underscoring the country’s highly connected digital gambling environment.
One in three Belgians gamble
According to the Sciensano survey, 31.9 per cent of Belgians gambled at least once during the previous 12 months, while 8 per cent reported gambling weekly. Lottery games remained the most popular form of gambling, with 29.5 per cent of the population participating.
Another 6.1 per cent engaged in betting, casino gaming, or poker. Men continued to gamble at higher rates than women, with 36.2 per cent of men participating compared with 27.7 per cent of women.
Online gambling growth driven by younger adults
The strongest online gambling participation was recorded among adults aged 25 to 34, where 20.2 per cent reported gambling online. Meanwhile, older demographics continued to favour land-based gambling channels, with 45 to 54-year-olds showing the highest offline gambling participation at 37.4 per cent. The survey also highlighted regional differences across Belgium. Wallonia recorded participation at 35.2 per cent while Flanders and Brussels registered 31.4 per cent and 23.6 per cent, respectively.
Adults aged 45 to 54 showed the highest overall gambling participation at 41.8 per cent. Despite the rapid expansion of online gambling, offline gambling remains more common overall, with 27.1 per cent of the population still using traditional gambling channels.
Convenience and entertainment drive sports betting
The latest betting behaviour data from Blask revealed that convenience and entertainment are among the strongest motivations behind sports betting participation in Belgium. Bettors cited a range of motivations for engaging in betting, with convenience and entertainment leading the list. Around 60 per cent highlighted the comfort of playing from home and the added excitement betting brings to sports, while 55 per cent valued the ability to play from anywhere. Half of the respondents pointed to the enjoyment of the betting process and its role in increasing engagement with sports events.
Meanwhile, 45 per cent were driven by adrenaline and excitement, and 40 per cent used betting as a way to pass the time or to support a favourite team. Financial motivations also remained significant, with 30 per cent of bettors saying they participate to earn money, demonstrate expertise, or simply to relax.
Problem gambling concerns continue to rise
The Sciensano survey also revealed growing concerns around gambling addiction and player protection in Belgium. Using the PGSI (Problem Gambling Severity Index) short-form screening tool, Sciensano found that 2.6 per cent of the Belgian population is now considered at risk of problem gambling.
Among people who gambled within the last year, the proportion rose significantly to 7.7 per cent. Young adults aged 15 to 24 were identified as the highest-risk group for problem gambling at 4.5 per cent, compared with approximately 1.2 per cent among adults aged over 55. Men again recorded higher risk levels than women, with 3.7 per cent of men identified as vulnerable to gambling-related harm versus 1.5 per cent of women.
Belgium’s gambling ad ban under scrutiny
Belgium introduced sweeping restrictions on gambling advertising in 2023, prohibiting licensed private operators from advertising on television, radio, newspapers, magazines, and social media. The measures were among the strictest gambling marketing regulations in Europe and were later expanded with a sports sponsorship ban introduced at the beginning of 2025.
#InTheSpotlightFGN – BAGO calls for stronger action against ads for unlicensed gambling in Belgium, citing fragmented advertising environment and high public ex… #BAGO #Belgium #GamblingAds https://t.co/xrBy79MEHG pic.twitter.com/vx70TkAdbF
— Focus Gaming News (@FocusGamingNews) May 13, 2026
However, the continued rise in online gambling participation has triggered renewed debate over whether restrictive advertising policies. This comes despite Belgium stepping up efforts to crackdown on illegal gambling in the country. Last week, Belgium launched a sweeping legal framework to dismantle illegal gambling platforms, targeting not only the websites themselves but also the infrastructure that keeps them online.
The Federal Public Service (FPS) Economy enlisted multiple intermediary parties, including Internet Service Provider (ISPs), technology vendors, and domain registrars, to make it increasingly difficult for unauthorised operators to reach Belgian users. Each site is confirmed as unlicensed before being added to the block list.
Europe’s gambling regulation debate intensifies
Belgium’s experience mirrors broader European concerns about gambling regulation, the growth of the black market, and player protection. Several European countries, including the UK, Italy, and the Netherlands, have reported growth in illegal gambling activity following stricter advertising rules and tighter compliance requirements for licensed operators.
Illegal gambling in the UK has surged to almost £17 billion ($21.25 billion), with the amount staked through offshore betting operators more than tripling since 2019 and doubling in just the past two years, according to new independent analysis. Italy is facing a similar challenge. A new report from the Data Room Nexus Observatory estimated Italy’s illegal online gambling market is now worth approximately €20 billion (about $22 billion) annually, driven largely through smartphones, social media platforms, and disposable betting websites.
Moving away from Europe, other countries have seen similar rise in illegal gambling despite bans and prohibitions. Turkey is tightening its grip on illegal gambling, but new data shows demand is still rising. This suggests that enforcement is shifting how and where people place bets rather than reducing activity. Similar patterns have been observed in other markets. In Nepal, a nationwide ban on betting apps and websites came into effect on 30 March, but early indications suggest demand has not disappeared. In India, the use of offshore betting apps increased from about 68.3 per cent to 82 per cent after restrictions on online real-money gaming were introduced, according to a survey by CUTS International.
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