Meta Under Fire in Belgium Over Alleged Illegal Gambling Ads in Video Games

Meta, the company behind Facebook and Instagram, is under fire in Belgium for allegedly promoting illegal gambling through in-game features called “loot boxes.” These loot boxes, which offer random virtual items for real money, have been labeled as a form of gambling under Belgian law. This matter sparked concern about how gaming ads are shared on platforms like Meta.

Researcher Leon Y. Xiao from beClaws found that Meta accepted money from over 170 mobile gaming companies to advertise loot boxes, which Belgium classifies as gambling. However, in other iterations, the industry argues that gambling advertisements can provide more assistance than harm. 

For instance, ads inform players about important aspects of sites, such as special features, security aspects, free spins, jackpots, and bonus rounds. These features are important as they make games more enjoyable and give players additional chances of winning. According to gambling expert Vlad Grindu, many players rely on gambling site review platforms to help them choose platforms that first have been checked and vetted by professionals like Techopedia’s team.

However, Belgium has some pretty strict rules when it comes to gambling, especially with loot boxes. These random-item boxes are considered a form of gambling by the Belgian Gaming Commission. Game developers need a special license to offer loot boxes, and it’s not easy to get. As a result, many games have had to ditch them or find ways around the rules. However, a recent investigation shows that some game developers still find ways to promote loot boxes, often through platforms like Meta. 

A study by the group beClaws found that 82% of mobile game developers are still offering loot boxes and paying social media companies like Meta to advertise them. The ads reached over 4.5 million views in Belgium. Games like ‘Genshin Impact’ and ‘Brawl Stars’, which are really popular among modern generations, were among those promoting loot boxes. 

Despite all the negativity surrounding this issue, gambling ads can be useful. However, they need to be handled responsibly. The goal is to make sure gaming stays fun and safe, without encouraging individuals to engage in unnecessary risks that put themselves and others in danger. It’s all about finding that balance—so players can enjoy their favorite games as responsibly as possible.

Now, it’s important to point out that gambling ads aren’t bad by default. They can help inform players about cool features and promotions. But it’s crucial that these ads follow the rules—especially when it comes to protecting younger players. Many countries have put in place guidelines to make sure ads don’t target or encourage harmful behavior. For example, ads can’t be misleading or suggest that gambling is a quick way to make money. 

The situation in Belgium highlights just how tough it can be to enforce gambling regulations in the digital age. While the Belgian Gaming Commission has been doing its best to keep things under control, the rise of online games and social media has made it much harder to enforce these rules. So, it’s up to both authorities and platforms like Meta to work together to make sure everyone stays safe.