Netherlands Proposes Full Ban on Gambling Ads

The Dutch government has introduced a wide-ranging reform package that would reshape the country’s regulated online gambling sector, targeting advertising, bonuses, player spending controls and enforcement against illegal operators. The proposals, announced on 12 June by Justice and Security State Secretary Claudia van Bruggen, aim to reduce gambling-related harm as online participation continues to rise.

The Netherlands opened its regulated market in October 2021, and authorities now say expansion has increased risks, particularly for younger adults. Officials have raised concerns about debt and addiction linked to online gambling, making this group a key focus of the reforms.

Van Bruggen said: “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,” and added: “It is high time to reverse this trend.”

Advertising and Bonus Promotions Set for Removal

A central proposal is a full ban on online gambling advertising for licensed operators. If adopted, companies would no longer be permitted to promote gambling products through any advertising channels.

The government also plans to ban bonuses and promotional incentives, including free bets offered during account registration. These measures build on earlier restrictions that banned celebrities and influencers in ads, followed by limits on untargeted advertising and sports sponsorships.

Van Bruggen stated: “With the proposed measures, I am taking an important step to better protect people against the negative effects of gambling, such as addiction and debt,” and added: “Special attention is being paid to young people and young adults because they are particularly vulnerable to the risks of gambling.”

New Deposit Limits and Financial Checks

The government will introduce a centralized deposit limit across all licensed operators. Players exceeding the threshold must pass a financial assessment reviewing payment arrears, financial status and guardianship arrangements to ensure affordability.

The proposal builds on 2024 rules that set loss limits of €150 for players aged 18 to 23 and €350 for older adults. Data from the Dutch Gambling Authority (KSA) shows monthly loss breaches fell from 9.7% to 2.2%, while average losses dropped from €116 to €80.

Authorities still argue further controls are needed.

Stronger Self-Exclusion and Enforcement Powers

The reform package also proposes significant changes to Cruks, the national self-exclusion register. Under the new plans, individuals would be able to register for an indefinite period without automatic removal. The process for family members and administrators to register someone on their behalf would also be simplified.

Cooperation between Cruks and treatment providers would be expanded to improve access to support services for problem gamblers.

At the same time, the government is prioritising enforcement against illegal gambling. Proposed measures include blocking illegal gambling sites and introducing legal responsibilities for companies that support unlicensed activity, including payment providers and hosting services.

Officials say enforcement will increasingly target infrastructure behind illegal gambling rather than relying only on fines, which are difficult to collect from offshore companies.

Source:

“Dutch Government Plans Total Ban on Online Gambling Advertising, Bonuses”, news.worldcasinodirectory.com, Jun 14, 2026