The Dutch government has opted for a sweeping ban on online gambling advertisements, motivated by a desire to protect vulnerable individuals, particularly youth, from gambling-related problems. In June, Claudia van Bruggen, the state secretary for legal protection, unveiled a comprehensive plan that prohibits most advertising for online gambling, with a few exceptions. This initiative not only eliminates sign-up bonuses, such as free bets, but also imposes a universal deposit limit across all operators, enhances the self-exclusion register (CRUKS), and promises a crackdown on illegal gambling activities.
Van Bruggen expressed her alarm about the rising numbers of young online gamblers facing difficulties, stating, "It is high time to reverse this trend." This proposal reflects a continuation of the Dutch government's tightening of gambling regulations that started with previous measures, which included banning public figures in gambling ads and limiting advertising exposure beginning in July 2023. Additionally, sports sponsorship will be prohibited starting in July 2025.
The shift in the government's approach is significant; the initial focus on channeling players to licensed operators has seemingly changed to prioritizing the prevention of gambling harm. Justin Franssen, a partner at Amsterdam's Franssen Tolboom law firm, confirmed this change, stating, "Yes, I think it has – and actually, not even that quietly." Rather than directing players to legal options, the new strategy seeks to protect both gamblers and non-gamblers from gambling-related harm.
However, evidence indicates this new policy could be counterproductive. The Netherlands' regulatory body, the KSA, revealed that the legal gambling market's share of gross gaming revenue fell to approximately 49% recently. Concurrently, estimates suggest the black market constitutes about one-quarter of all gambling activity in the country. Licensed operators attribute this decline to high gaming taxes, recently raised to 37.8% of gross gaming revenue, alongside the advertising restrictions now being further enforced.
Critics question the rationale behind a total advertising ban when partial bans have already shown insufficient results. Franssen pointed out that the KSA has expressed concerns about a total ban and suggested there’s no evidence that such measures would be effective. He estimates that about 95% of gambling advertisements on social media originate from illegal operators, highlighting the underlying issues with enforcement and market dynamics.
In June, the trade association VNLOK initiated a lawsuit against Meta and submitted a complaint to the European Commission regarding a surge in illegal gambling advertisements. They reported over 70,000 gambling ads on Meta platforms during the last quarter of 2025, with more than 95% from unlicensed operators. Currently, VNLOK estimates illegal gambling in the Netherlands exceeds €1 billion per year, rivaling legal market figures.
Franssen forewarned of the consequences of a total ad ban, stating, "What you ultimately achieve with a total ban is that you hand the entire stage to illegal operators while preventing licensed operators from informing consumers that a legal, regulated, and protected alternative exists. It’s one of the worst policy ideas I’ve seen in many years."
Denmark provides a cautionary tale, having considered a blanket ban but instead implementing a package that includes strict limits on advertising. Despite these efforts, the unlicensed gambling market has seen significant growth. Morten Rønde, the outgoing director of the Danish online gambling association Spillebranchen, noted that the proportion of the market under legal control has plummeted.
Italy’s experience further underscores the risk of such regulations. The country's Dignity Decree, enacted in 2018, virtually banned all gambling ads. Quirino Mancini, a partner at WH Partners Italy, criticized this approach, observing that illegal gambling has flourished and the ban has done little to bolster legal operations.
While some measures, such as the deposit limits introduced for specific age groups, have yielded positive results, the cumulative impact of ongoing restrictions and taxation is concerning. Franssen suggests that additional burdens may drive more players to the black market, stating, "They will not improve the situation. On the contrary, they could very easily push even more players toward the black market. Ultimately, I think the proposals are likely to be counterproductive."
The government's strategy for dealing with the illegal market revolves around enhanced enforcement measures. However, Franssen compared the black market to "quicksilver" that continuously evades such restrictions.
With the implementation of a total ban requiring legislative approval, the process could extend over two years, leaving sufficient time for trends towards a growing black market to solidify. As Mancini succinctly remarked, "Absolutely so. This is quite a safe bet." Rønde echoed similar concerns about the Dutch gambling policy, stating, "Everything indicates that the Dutch policymakers have already gone too far." He expressed a bleak outlook, believing that the current approach risks extinguishing hopes for a viable gambling market in the country. The challenges of regulation may cause the conversation about gambling to shift to unregulated spaces, escaping the government's scrutiny but not abating the issues at hand.
