Experts Point Abroad as Dutch Ad Ban Advances

As the Netherlands prepares tougher restrictions on gambling advertising, industry experts are pointing to developments in Denmark and Italy as examples of what could follow if licensed operators lose most of their ability to promote their services.

The Dutch government's proposal, unveiled in June by State Secretary for Legal Protection Claudia van Bruggen, would introduce a near-total ban on online gambling advertising. The package also includes an overarching deposit limit across licensed operators, the removal of sign-up bonuses and enhancements to the CRUKS self-exclusion register.

“I find it particularly concerning that more and more people, and especially young people, have started gambling online and are getting into trouble as a result,” Van Bruggen said. “It is high time to reverse this trend.”

The proposal follows earlier measures banning role models in gambling advertising, untargeted advertising and sports sponsorship.

Overseas Markets Raise Concerns

Critics argue that advertising restrictions have produced unintended consequences elsewhere.

In Denmark, outgoing Spillebranchen director Morten Rønde said the country's channelisation rate has fallen from 90% to 70% within three years.

“The growth of the unlicensed market is massive,” he said.

Rønde argued licensed operators are restricted while illegal businesses continue reaching consumers online.

“While it limits the visibility of licensed operators it leaves the unlicensed operators untouched as we currently have no way of keeping the unlicensed operators from advertising on search engines and social media. So, unintentionally unlicensed operation is strengthened.”

Italy has operated under a broad gambling advertising prohibition since 2018. WH Partners Italy partner Quirino Mancini described the “Italian-style, draconian regulatory approach entailing an outright advertising ban” as “quite short-sighted and superficial and indeed highly likely not to achieve the scope of effectively tackling illegal gambling while protecting channelisation and the legal and licensed operators”.

Asked whether the Dutch proposals could place the regulated market at risk, Mancini answered: “Absolutely so. This is quite a safe bet.”

Dutch Policy Shift Questioned

Justin Franssen, partner at Amsterdam gaming law firm Franssen Tolboom, believes the Netherlands has shifted away from channelisation.

“Yes, I think it has – and actually, not even that quietly,” he said.

Franssen also questioned the evidence supporting a complete advertising ban.

“It’s a very simple answer, there is no evidence,” he said. “There is no evidence that it will succeed.”

According to the Dutch Gambling Authority (KSA), licensed operators accounted for roughly 49% of gross gaming revenue in early 2025. Trade bodies estimate the illegal market exceeds €1 billion annually, while VNLOK reported that more than 95% of over 70,000 gambling advertisements identified on Meta platforms during the final quarter of 2025 came from unlicensed operators.

Franssen estimated that around 95% of gambling advertising on Dutch social media already comes from the black market.

“What you ultimately achieve with a total ban is that you hand the entire stage to illegal operators while preventing licensed operators from informing consumers that a legal, regulated and protected alternative exists. In my view, it’s one of the worst policy ideas I’ve seen in many years.”

Source:

“Netherlands gambling ad ban will ‘hand the entire stage to illegal operators’ warn experts”, igamingbusiness.com. July 28, 2026