Netherlands Finalizes Betting Ban on Online Gambling Advertising

The Netherlands has finalized a comprehensive betting ban targeting online gambling advertising, marking the culmination of a multi-year regulatory crackdown that began in 2022. State Secretary for Legal Protection Claudia van Bruggen’s proposals await approval from the House of Representatives, building upon earlier restrictions that banned celebrity endorsements and untargeted advertising across multiple platforms. A total sports sponsorship ban took effect on 1 July 2025. The stricter measures come as the black market surpassed legal market revenue in H1 2025, with licensed operators generating €600 million compared to €697 million six months earlier. Important to realize, deposit limit requests dropped below 50% of the total player base following previous regulations. The advertising prohibition raises questions about its impact on licensed operators and potential black market expansion.

Dutch Government Finalizes Total Ban on Online Gambling Advertising

Claudia van Bruggen, appointed as State Secretary for Legal Protection and Prison Services, leads the government’s effort to implement a total betting ban on all online gambling advertising. Van Bruggen, a D66 party member, oversees the forthcoming overhaul of Dutch gambling regulations and the Remote Gambling Act (KOA) following authorization by the Kamer in 2025.

The proposed measures extend beyond advertising restrictions. In addition to the complete online gambling advertising ban, van Bruggen’s proposals include a total prohibition on bonuses such as free bets when creating an account, an overarching deposit limit for online gambling, enhancements to the CRUKS self-exclusion system, and intensified action against illegal activity.

Van Bruggen expressed particular concern about rising gambling rates among young people. “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,” she stated.

The government is developing a Multi-Year Agenda for Protection against Gambling Damage, which will focus on raising awareness among gamblers, combating the normalization of gambling, cultivating safer gambling environments, facilitating early detection of gambling harm, and creating better access to help for problem gamblers.

Michiel van Nispen of the Socialist Party introduced the motion for a complete advertising ban, arguing that “the market is sick through and through”.

What Additional Restrictions Accompany the Advertising Ban?

Licensed operators face stringent compliance obligations coupled with the betting ban. The CRUKS (Centraal Register Uitsluiting Kansspelen) self-exclusion system requires mandatory checks each time a player attempts to access gambling services, using a unique CRUKS code generated from their public service number. Operators must verify that players are 18 years or older and not registered in CRUKS before allowing registration.

Deposit restrictions form another layer of control. Players aged 25 and older face a monthly net deposit threshold of €700, while those aged 18-24 are limited to €300. Correspondingly, operators must initiate personal contact when new players set deposit limits of €350 per month, or €150 for young adults, to outline gambling risks and available support. Under those circumstances where the threshold is exceeded, operators must block further deposits until the next calendar month or until affordability is established.

The Kansspelautoriteit clarified that any bonus linked to gambling losses violates market rules. In addition, operators must detect risky gambling signals within one hour, display all stakes in euros, and warn players when default stakes exceed minimum levels. Pop-up messages appear every 30 minutes during gameplay to highlight session duration. Virtual currencies remain prohibited for gambling transactions.

How Will the Ban Impact Licensed Operators and Black Market Growth?

Criticism has mounted that government regulatory measures benefit the black market more than consumers. The legal gambling market’s share of gross gaming revenues dropped to around 49% in early 2025. By comparison, trade bodies estimated the black market accounted for around 25% of Dutch gambling activity last year.

Stakeholders primarily blame taxes at 37.8% of GGR, which forced self-preservation measures that deterred customers, while advertising restrictions hindered their ability to compete with illegal operators. The cabinet now prioritizes tackling the black market, noting tens of thousands of illegal gambling sites actively targeting Dutch customers. The government plans to block illegal websites and develop clear legal standards for parties facilitating illegal offerings, such as payment service providers or hosting companies.

Licensed operators face what appears to be a double-edged sword that slashes at both illegal and legal markets through payment blocking and the blanket betting ban on online gambling advertising and bonuses.

Player protection measures demonstrated effectiveness. Requests for setting higher deposit limits dropped below 50% of the total player base on the licensed market. Players going over their monthly deposit allowance decreased from 9.7% to 2.2%. Average player losses fell from €116 per month to €80, down 31%.

However, gambling trade body VNLOK warned a total advertising ban could drive activity to the black market.