Belgian Gaming Commission Probes Eden Hazard Over Stake Ambassador Promotions

The Belgian Gaming Commission is investigating former Chelsea player Eden Hazard regarding his promotions for the online gambling platform Stake. Hazard's social media activity promoting the operator does not include age restrictions required under local rules. Among his 27 million followers worldwide, a significant share are based in Belgium, prompting the Commission to assess whether the content is directed at that market.

Hazard retired from professional soccer in 2023. Stake named him brand ambassador in March. As reported by Gambling News, the investigation is ongoing and there is no indication that Hazard has acted improperly, though he may have received inadequate guidance on the applicable rules.

Requirements Under the 2023 Belgian Royal Decree

A Belgian royal decree from 2023 requires influencers promoting adult-restricted products and services to age-gate their content. The Commission is examining whether Hazard's posts satisfy this obligation and if they specifically target Belgian consumers. Failure to comply could result in regulatory action even for promotions that reach a global audience.

The Hazard-Lavia Connection and Sponsorship Risks

Hazard maintains close contact with Chelsea's Roméo Lavia, the 22-year-old Belgian midfielder who debuted in the Premier League in 2021 for Manchester City before joining Chelsea in 2023 for GBP 53 million (about $70 million). Lavia has described Hazard as a significant mentor whose support provides motivation. Should Lavia receive similar sponsorship overtures, the current probe illustrates the compliance limitations athletes must consider before accepting gambling brand deals in Belgium.

The case remains unresolved. Its resolution will indicate how strictly authorities intend to apply influencer advertising standards to high-profile former players whose reach crosses borders.