The Dutch gambling regulator, Kansspelautoriteit (KSA), has published new guidance to assist licence holders in interpreting and applying the ban on untargeted online gambling advertising in the Netherlands. The practical document sets out how operators can comply with the strict rules introduced to limit exposure of vulnerable groups, especially minors and young adults, to promotional content for online gambling services.
Since the prohibition took effect, operators have raised questions about how to implement and demonstrate compliance with the ban’s conditions. The updated guidance aims to provide clarity on advertising obligations and common scenarios that arise in digital and third‑party marketing channels.
What the KSA Guidance Covers: Practical Interpretation of the Advertising Ban
The KSA’s new guidance document focuses on how to interpret and apply the ban on untargeted advertising, which has been in force since July 2023 and prohibits marketing that could reach broad audiences without controls to exclude vulnerable individuals.
Key elements of the guidance include:
- Clarification on advertising via external platforms and third parties, including how operators should assess and document risks associated with these channels
- Requirements for providing a genuine option for individuals to opt out of receiving gambling-related advertising, including on digital platforms
- Expectations for how operators should record, substantiate and demonstrate their compliance efforts to the regulator
The overarching principle of the guidance remains that advertising for online gambling must not reach vulnerable groups, such as minors or those who have self‑excluded, and that operators may need to refrain from advertising on platforms where compliance with the ban cannot be assured.
Advertising Rules in Context: Background to the Untargeted Ban
The ban on untargeted online gambling advertising was introduced under the Decree on Recruitment, Advertising and Addiction Prevention in Gambling in July 2023, following public concern over widespread exposure to gambling promotions following the opening of the licensed Dutch iGaming market in October 2021.
Under the legislation, advertisements for online gambling cannot be broadcast in broad, untargeted formats, such as on television, radio, print media, public spaces or general social media streams, unless the operator can demonstrate that such promotions are specifically tailored away from audiences under 24 and other vulnerable cohorts.
Internet advertising remains permitted only under strict conditions, such as targeted campaigns where operators can show that at least 95 % of impressions reach individuals aged 24 or older and that appropriate consent and targeting controls are in place.
Enforcement Signals and Practical Challenges
The publication of detailed guidance comes as the KSA continues to tighten oversight and enforcement. In recent months, the regulator has also instructed operators to remove features, such as the “Share your bet” function, that it deems in conflict with advertising rules because they can “recruit” new players indirectly and expose vulnerable groups to gambling content.
Industry stakeholders have noted that the advertising landscape has evolved rapidly since the licence regime began in 2021, prompting both government and regulator responses aiming to strike a balance between licensed operators’ ability to communicate their services and protecting the public, particularly younger adults.
Meanwhile, political debate continues on whether further restrictions, including a blanket ban on all gambling advertising, should be introduced, though the regulator itself has warned such measures could unintentionally drive players toward unlicensed alternatives.
What Operators Must Do: Compliance and Documentation
Under the new KSA guidance, operators should focus on the following actions to stay compliant:
- Review advertising strategies and platforms to ensure only permitted, targeted channels are used
- Implement opt‑out mechanisms so individuals can dismiss future promotional content
- Collect and retain documentation demonstrating how campaigns adhere to the age and vulnerability safeguards
- Monitor third-party media partners, affiliates and advertising intermediaries to ensure they do not inadvertently violate the untargeted ban
The guidance also outlines examples and explanations based on common questions received by the KSA, helping licence holders understand potential pitfalls in their advertising approaches.
Broader Player Protection and Market Integrity Priorities
This development reflects the broader Dutch regulatory focus on player protection, which remains a key theme in the KSA’s 2026 supervisory agenda alongside risks related to anti‑money laundering and duty of care compliance.
By equipping operators with clearer expectations and practical tools for compliance, the KSA aims to ensure that advertising practices enhance the safety and sustainability of the regulated gambling market while reducing inadvertent exposure of vulnerable populations.
The move is part of wider regulatory vigilance across Europe, where jurisdictions are increasingly enforcing stricter advertising standards to protect consumers from aggressive or untargeted gambling marketing. This trend has included actions against influencer role models and broad online promotions to limit harm among younger audiences.