The Belgian Gaming Commission (BGC) has officially launched an investigation into promotional content shared by former Chelsea superstar and Belgian national team icon Eden Hazard for his involvement in Stake.
The probe centers on Eden Hazard’s role as a brand ambassador for the cryptocurrency-focused betting operator Stake, following social media activity that may have bypassed the country’s strict advertising bans.
Scrutiny of Social Media Influence
Regulators are currently evaluating whether Hazard’s posts, which reach an audience of approximately 27 million followers—were specifically designed to target Belgian consumers. This is a critical distinction, as Belgium currently enforces some of the most rigorous gambling promotion restrictions in the world.
Since July 2023, Belgium has moved toward a total “blackout” of gambling ads. The current phased ban already covers broadcast, print, and digital media. By January 1, 2028, the country will see a complete prohibition on all commercial gambling promotions, including sports sponsorships.
The Problem of Unlicensed Operators
The risk for Hazard and Stake is compounded by the operator’s legal status in the country. Stake does not hold a domestic Belgian license and is currently listed on the BGC’s “blacklist” of unauthorized websites.
Stefaan Savenberg, spokesperson for the Gaming Commission, addressed the investigation in local reports:
“We are going to investigate to what extent that advertising is targeted at people in Belgium, because that is of course prohibited. Mr. Hazard has many Belgian followers on his Instagram page. Therefore, an investigation will have to determine whether the intention is to encourage Belgians to play on that illegal website.”
Youth Protection as a Regulatory Priority
This inquiry is part of a wider crackdown on the normalization of gambling among young adults. In September 2024, Belgium standardized the minimum legal age for all gambling activities, including sports betting, at 21 years old.
The urgency of these measures is supported by data from the Belgian Association of Gaming Operators (BAGO), which found that nearly 50% of men aged 18 to 21 had previously interacted with illegal betting sites, often discovering them through social media influencers and sports icons.
If Hazard is found to be in breach, he could face mandatory removal orders for his content and substantial administrative sanctions.
