The Dutch gambling regulator, Kansspelautoriteit (KSA), has issued a clear warning to policymakers over proposed measures that could radically restrict the local gambling market, including a complete ban on online gambling advertising and exploration of numeric caps on operator licences. The regulator’s caution comes as part of ongoing dialogue with the new Dutch government under Prime Minister Rob Jetten, where gambling reform is a central agenda item.
KSA Chairman Michel Groothuizen acknowledged alignment with the government on core goals, such as protecting vulnerable players and combating illegal gambling sites, but stressed that some of the proposed advertising and licence restrictions could be counterproductive, particularly for the licensed sector.
Balancing Gambling Advertising and Market Integrity
As part of the ongoing discussions, the KSA has published its policy framework under the current government, laying out its strategic priorities. The framework includes proposals for a comprehensive ban on all gambling ads and the potential introduction of limits on the number of gambling licences. This policy seeks to address key vulnerabilities within the gambling landscape while ensuring a safer environment for consumers.
However, the KSA leadership cautioned that such broad measures could backfire by driving legal operators out of visibility and inadvertently boosting illegal gambling activities, which offer fewer protections for consumers. The KSA has pointed out that reducing the number of licences might not decrease demand but could reduce visibility of regulated, safe options.
These concerns align with the KSA’s long-standing approach of balancing strict enforcement with maintaining market visibility, which is essential to ensuring that consumers have access to trustworthy, regulated platforms. The KSA has previously removed features like “share your bet” from licensed platforms, highlighting its commitment to player protection.
The Dutch Regulator’s Approach: Monitoring Risk and Protecting Players
The Netherlands already enforces one of Europe’s strictest regimes on gambling marketing. The existing regulatory framework prohibits untargeted advertising and, since 2023, has progressively phased out sponsorship and promotional exposure across broadcast and public venues. Under current rules, gambling ads cannot target minors, cannot employ role models with significant reach among vulnerable groups, and must ensure that at least 95% of ad reach is limited to adults aged 24 and older.
Yet, data suggests that illegal operators and social platforms continue to flood digital environments with unregulated promotions, making enforcement more complex. Industry associations and regulators alike have noted that a wholesale ban could reinforce the presence of unlicensed content while reducing the visibility of legal, safe alternatives. This aligns with earlier positions the KSA has taken on responsible gambling compliance and marketing controls, including warnings for breaches of advertising rules involving youth‑targeted campaigns.
Political Debate and Policy Divergence
The issue takes place against the backdrop of a newly formed coalition government that has reprioritised gambling reforms following snap elections. Lawmakers from multiple parties have voiced support for stronger protections against gambling harms, while trade bodies representing online licences urge careful policy calibration.
KSA’s public comments reflect an ongoing negotiation between regulatory pragmatism and political ambition. The regulator has signalled readiness to collaborate with government officials on shared objectives, even as it questions the utility of sweeping measures like a blanket advertising ban or arbitrary licence caps.
The Importance of Maintaining Market Visibility in Regulated Gambling
For licensed operators in the Netherlands, a total ban on online gambling ads or a numerical ceiling on licences could have material business impacts, including:
- Reduced visibility of legal offerings in digital ecosystems.
- Competitive disadvantage relative to unlicensed offshore platforms that remain visible and unregulated.
- Compliance complexity as providers navigate shifting rules around advertising and duty of care.
The regulator’s warning underscores the importance of nuanced policy design that balances consumer protection, market integrity, and the legal availability of regulated products.
This perspective is consistent with ongoing supervisory priorities in the Dutch market aimed at tightening oversight, not only on advertising but also on betting features that may indirectly promote gambling behaviour.
What’s Next: Industry Reactions and Regulatory Outlook
The Netherlands’ policy debate on gambling advertising and licensing is far from settled. As the coalition government advances its agenda, parliamentary scrutiny and industry input will shape the final contours of reform. The KSA’s cautionary stance suggests that while stronger protection measures remain central, blanket prohibitions may give rise to unintended market distortions, driving players toward less regulated, potentially harmful alternatives.
As discussions unfold, both regulators and operators will need to engage constructively to ensure that Dutch gambling policy enhances player welfare without undermining the sustainability of the regulated market.