On Friday, the Dutch government unveiled a comprehensive five-year initiative aimed at reducing gambling-related harm across the nation. A central feature of this strategy is an almost total ban on online gambling advertisements.
This plan was outlined in a letter from Claudia van Bruggen, the state secretary for justice and security, who emphasized the importance of enhancing consumer protection in the online gambling sector.
The ruling three-party coalition indicated the possibility of a total gambling advertisement ban in its coalition agreement published in February, likening gambling advertising to the legality of sex work in the country.
The recently released multi-year agenda identifies key priorities, including a potential ban or restrictions on high-risk gambling games and features that promote excessive gaming behavior. Additionally, it proposes limiting the number of online gambling licenses available in the Netherlands to enhance protective measures.
"I have drawn up the multi-year agenda for protection against gambling damage to protect people. Preventing gambling damage requires a broad approach involving a long-term commitment to more preventive measures," van Bruggen wrote. She elaborated on the strategic goals for reducing gambling loss in the Netherlands and emphasized that this vision encompasses the entirety of the country's gambling policy.
The scope of these reforms is not limited to online gambling; van Bruggen pointed out that they will also affect land-based gambling, as recent studies have identified many physical gambling activities as "high-risk."
These reforms are underpinned by data from a report by the KSA, dated April 2026, which indicated that measures such as deposit limits implemented in October 2024 had been effective in mitigating problematic gambling behaviors.
The secretary of state emphasized her focus on legislation designed to enhance protections in online gaming, particularly for vulnerable groups like young adults. Addressing illegal gambling is crucial, she noted, as it provides no safeguards and significantly increases the risk of gambling-related harm.
In efforts against the black market, the government is planning to equip the KSA with additional enforcement powers, allowing it to collaborate with financial institutions, digital platforms, suppliers, and international partners to dismantle the infrastructure of illegal gambling operators.
Young people, particularly minors and young adults, are once again acknowledged as being at significant risk from gambling harms and black market operations.
Initially, the government had considered raising the minimum gambling age for online slots to 21 but faced resistance from regulators. Concerns were raised that such a move might merely push players toward illegal alternatives. Van Bruggen confirmed that this proposal has been scrapped, citing the risk that raising the age limit could drive young adults into illegal offerings.
However, she mentioned forthcoming measures aimed at instituting stricter age verification, targeted prevention programs, and initiatives focused on media literacy to combat the influences of algorithmic marketing strategies that encourage risky behaviors.
The letter contained proposals to ban or restrict high-risk games and features that foster excessive gambling. There was also a call for rigorous scrutiny of artificial intelligence applications in the online gambling sector.
A notable aspect of the strategy is the proposed near-total ban on online gambling advertising, with specific exceptions allowing legal operators to maintain visibility. The government plans to enforce a central deposit limit for online gambling, together with an affordability test for bets exceeding this threshold. Younger adults may face even lower limits to reduce financial exposure.
This approach mirrors a recent policy change in Finland, where state-owned operator Veikkaus implemented deposit limits for players under 25 years old.
The agenda emphasizes the need for clearer pathways to care, aiming to reduce the stigma surrounding gambling while improving the accessibility of support services. It highlights a multidisciplinary approach that connects addiction treatment, debt management, mental health, and social care, placing particular focus on suicide prevention as an essential clinical priority.
New regulations are expected to clarify when gambling licensees should intervene and define appropriate actions for players. An external expert group will assist in tightening the care obligations for online operators, and enhancements to the national self-exclusion register, known as Cruk, are anticipated, potentially expanding its coverage to illegal gambling sites.
Currently, there is no standardized tool available to measure gambling harm in the Netherlands. The strategy references research indicating that by 2025, 69% of residents aged 16 and over had participated in some form of gambling, while half of the 16-17-year-olds, under the legal gambling age of 18, reported gambling activities.
The agenda also promotes improved data sharing, research into the efficacy of interventions, and specialized training for professionals. The Ministry of Justice and Security will oversee the implementation of this agenda in collaboration with the Ministry of Health, Welfare and Sport and the KSA.
Funding for these initiatives will be sourced from the Addiction Prevention Fund, which is managed by the KSA and will align resources with the roadmap's objectives.
