KAA Gent under fire as betting ad integrity issues focus Belgian regulators

October 31 – As Osasuna socios ask their board to rethink the club’s shirt sponsorship by Kirolbet, so betting company activity in football is also focussing minds in Belgium where the Belgium Gambling Commission (BGC) has opened an investigation into Jupiler Pro League club KAA Gent.

KAA Gent distributed a promotional email by partner Napoleon Games promoting the opportunity to spend a day training with club’s first-team players. To qualify for the competition, KAA Gent fans had to wager €1 on Napoleon Games markets.

The BGC says Gent has breached conditions of Belgium’s gaming rules as they regard betting advertising conditions. Justice minister Koen Greens criticised the club for neglecting its social responsibilities.

“Offering bonuses involve various dangers for the gambler. For example, new players can be encouraged to start gambling or existing players to start gambling again,” said Geens.

The club and Napoleon games say the competition was developed in line with Belgian betting regulation and the club has asked the BGC to clarify its advertising conditions.

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