TLDR Eden Hazard signed as a global ambassador for online gambling platform Stake He promoted the deal to his 27 million Instagram followers via a promotional video The Belgian Gaming Commission is now examining whether the content targets Belgian audiences Stake does not hold a Belgian licence and is on the country’s blacklist of gambling websites Hazard could be ordered to end the partnership if regulators find the campaign violates Belgian advertising laws
Eden Hazard, the former Chelsea and Real Madrid forward, is facing regulatory attention in Belgium after announcing a new ambassador deal with online gambling platform Stake.
The retired football star shared a promotional video with his 27 million Instagram followers revealing the partnership. The post quickly drew the attention of the Belgian Gaming Commission.
Belgium’s gambling regulator has said it will look into whether the promotional content could be considered advertising aimed at Belgian consumers. The country has strict rules around gambling promotion, especially when it involves operators without a domestic licence.
Stake does not hold a licence to operate in Belgium. The platform is listed on the country’s official blacklist of gambling websites.
Belgian authorities expanded that blacklist back in 2021, adding around twenty operators that were offering services without proper authorization. Sites on the list are considered illegal in the Belgian market.
Because of this, any promotional activity linked to a blacklisted operator is taken seriously by regulators.
Belgian Gambling Laws and Social Media
Belgium has been tightening its gambling advertising rules in recent years. The regulations place strict limits on promotions, particularly those connected to unlicensed operators.
Under these rules, even social media posts can fall under scrutiny. If regulators believe content is reaching or targeting Belgian audiences, it can be treated as domestic advertising.
If the Belgian Gaming Commission decides