Following months of political deadlock, the new minority government in the Netherlands has reopened debates on gambling policies, signalling stricter controls on advertising and online licensing. Lawmakers propose a complete ban on gambling advertising and a possible cap on online licences, while earlier reform plans remain incomplete. At the same time, the regulator has increased oversight of sports-related advertising to ensure operators and sporting organisations comply with the legislation.
New Dutch Government Weighs Pros and Cons of Gambling Ad Ban: Summarising the Key Points
- Lawmakers have revived gambling policy debates, proposing a total ban on gambling advertising and considering limits on online gambling licences. The plans were set out in a coalition agreement following months of political deadlock after the October election.
- Unfinished reforms from the previous cabinet remain unresolved, with industry stakeholders warning that a complete advertising ban could push players towards unlicensed operators. Market data revealed that legal gambling revenue dropped in the first half of 2025, partly due to tighter player protection measures.
- The Dutch Gambling Authority (KSA) has intensified cooperation with sports bodies to enforce existing advertising and sponsorship bans. While compliance has generally improved, the regulator has flagged minor breaches linked to international broadcasts and stated that enforcement action will continue as necessary.
Coalition Government Revives Stalled Gambling Reforms
In a press release published on Tuesday, February 3, the Netherlands’ new minority coalition government announced plans to introduce a complete ban on gambling advertising and to consider limiting the number of online gambling licences. These proposals are detailed in a 67-page coalition agreement published on January 30, following the October general election.
The coalition brings together the centrist D66 party, the Christian Democrats and the right-wing VVD, after the collapse of the previous government led by Dick Schoof. In the agreement, gambling is compared with sex work, with both described as legal activities vulnerable to crime and human trafficking.
The agreement reads:
Online gambling and sex work are legal in the Netherlands, but they are also susceptible to crime and human trafficking. We want to protect vulnerable people in these sectors from profiteers. We are strengthening the duty of care of online gambling providers, cracking down on illegal gambling sites, and introducing a complete advertising ban on online gambling. We are exploring limiting the number of licences for online gambling sites.
The previous administration had pledged to revise online gambling regulation and publish a new Gambling Act by the end of 2025. These plans were left incomplete after the coalition collapsed over disagreements on asylum policy. Former State Secretary for Legal Protection Teun Struycken resigned in August, halting progress on gambling-related reforms.
Regulatory views remain divided, with the Dutch Gambling Authority, Kansspelautoriteit (KSA), chairman Michel Groothuizen previously opposing measures such as raising the legal gambling age and imposing a total advertising ban. Industry group VNLOK has warned that a full ban could push consumers towards unlicensed operators.
VNLOK chairman Björn Fuchs said such a move would undermine a system “deliberately designed around an open, regulated market with strict requirements for duty of care, advertising and oversight.” The regulator had previously announced an organisational restructuring to better discharge the additional responsibilities.
Regulator Steps Up Sports Advertising Oversight
VNLOK cited KSA figures showing black-market revenue exceeded legal market revenue in the first half of 2025. Legal market Gross Gaming Revenue (GGR) reached €600 million in H1 2025, down 16% from €697 million in the last 6 months. The KSA partly attributed the decline to new player protection measures, including deposit limits.
Advertising restrictions are already in force across the Netherlands. Since July 2023, gambling ads on television, radio and in print have been banned, alongside tighter online targeting rules for players under the age of 24. Gambling sponsorships in sport ended in summer 2025, further reshaping the market environment.
The KSA said it has increased collaboration with international iGaming regulators, sports associations and clubs to combat illegal gambling advertising, following the government’s latest proposal for a blanket ban. It has monitored advertising closely since the ban on untargeted ads took effect in July 2023.
While no significant violations by licence holders have been found, the regulator observed occasional ambiguity involving international broadcasts and foreign club sponsorships. KSA highlighted positive compliance examples, including Olympiacos Piraeus wearing shirts without a foreign gambling logo during a CEV Cup match against Draisma Dynamo in Apeldoorn.
Consultations were also held before the AZ versus Jagiellonia Białystok match on December 18, where a score website logo was deemed sufficiently distinct from gambling branding. In other cases, clubs used blank shirts or those from their own foundations to comply with the rules.
The gambling watchdog also identified instances of non-compliance during international fixtures, prompting letters to clubs after matches such as Ajax versus Internazionale and Go Ahead Eagles versus Stuttgart.
In the latter case, a banner from an unlicensed gambling provider appeared in some international footage, though not in the stadium or standard Dutch broadcast. Violations involving virtual billboards in highlight packages have led to renewed reminders about care in international productions.
Looking ahead, the regulator stated that it will continue working with sports bodies and monitor compliance with the ban on untargeted gambling advertising. Enforcement action will be taken where necessary to address breaches. These measures form part of broader efforts to strengthen oversight as the Netherlands reassesses its gambling policy framework.