Belgium is joining the growing list of countries seeking to impose tighter restrictions on gambling advertising.

Last week, Belgian media reported that Justice Minister Koen Geens was preparing new legislation that would significantly reduce gambling operators’ ability to advertise on local television broadcasts. The proposals reportedly have the full support of the Belgian Gaming Commission (BGC), which already has a reputation as one of the less forgiving European regulatory agencies.

Geens’ proposed curbs include a blanket prohibition on advertising any gambling products on television before a watershed hour of 8pm. Gambling ads would be entirely blocked from airing during live sports broadcasts, whether these ads take the form of traditional commercials during breaks in play or on-screen banners during game play.

Even the ads that would be permitted to run could be taken down if the BGC determines that they are promoting “excessive” gambling activity, although the specific parameters of what defines ‘excessive’ activity have yet to be delineated.