The Dutch government is set to implement a comprehensive ban on online gambling advertisements, with only limited exceptions allowed. This move was signaled in June when the cabinet led by Claudia van Bruggen, the state secretary for legal protection, proposed a significant tightening of existing regulations. Notably, the new measures will eliminate sign-up bonuses—including free bets—impose a universal deposit limit across all operators, enhance the self-exclusion register known as CRUKS, and initiate a crackdown on illegal gambling activities.
"I find it particularly concerning that more and more people, especially young people, have started gambling online and facing difficulties as a result," Van Bruggen stated during the announcement in June. "It is high time to reverse this trend."
The proposal reflects not just a new policy direction but a continuation of increasingly stringent measures. Since the online gambling market's legalization in 2021, the Netherlands has progressively imposed restrictions, such as banning known personalities from gambling commercials, prohibiting general advertising effective July 2023, and outlawing sports sponsorship by July 2025. Each step was intended to curb public exposure to gambling, but officials have increasingly determined that those efforts were insufficient. In addressing persistent issues, The Hague has decided to escalate its approach.
The shift in focus has been substantial. Initially, the regulation aimed at channelisation—guiding players towards licensed and monitored operators. Justin Franssen, a partner at the Amsterdam-based gaming law firm Franssen Tolboom, asserts that this goal has been largely abandoned, stating, "Yes, I think it has—and actually, not even that quietly. The new mantra is the prevention of gambling harm," emphasizing a protective stance against gambling-related issues.
Data from regulatory agency KSA indicates that by early 2025, the legal market's share of gross gaming revenue plummeted to around 49%. Industry groups estimate that about a quarter of all Dutch gambling now takes place in the illegal sector. Licensed operators have attributed this decline to a gaming tax currently set at 37.8% of gross gaming revenue, along with the very advertising limitations the government has proposed to enforce fully.
The efficacy of a complete advertising ban remains questionable. Franssen points out the lack of evidence supporting the notion that such a prohibition will yield better outcomes than partial restrictions. Notably, the KSA has also voiced reservations about such a ban. Most gambling ads on social media in the Netherlands are already illegal, with Franssen estimating that approximately 95% originate from unlicensed operators.
In a troubling statistic, VNLOK, the trade association, reported that in the last quarter of 2025 alone, over 70,000 gambling ads were identified on Meta platforms, with more than 95% from unlicensed entities; less than 5% of these ads were successfully removed. The high volume of complaints filed by the KSA has not resulted in significant action by Meta, as many ads resurface quickly under changed identifiers. VNLOK now estimates that the illegal gambling market in the Netherlands surpasses €1 billion annually, nearly equating the licensed sector.
Franssen contends that enacting a total ban would effectively hand control of the market to illegal operators while denying licensed businesses the opportunity to inform consumers about legal options available to them: "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. In my view, it’s one of the worst policy ideas I’ve seen in many years."
Looking to other countries, Denmark previously rejected a blanket advertising ban, opting instead for a stringent package that includes limitations around live sport advertising and requirements for unobtrusive marketing. Similarly, Morten Rønde, the outgoing director of the Danish online gambling association, reveals that despite these restrictions, the unlicensed market has exploded in Denmark, shrinking the channelisation rate from 90% to 70%.
Italy's experience stands as a cautionary tale, having implemented a near-total ban on gambling advertising and sponsorship with similar disheartening results. Quirino Mancini, a partner at WH Partners Italy, critiques this regulatory measure as myopic, noting that illegal gambling in Italy has thrived, valued at approximately €22 billion, while the impact on directing players to licensed venues remains negligible.
Interestingly, the Dutch policy harbors evidence of its potential effectiveness. A deposit system instituted in 2024 under Van Bruggen’s predecessor, Franc Weerwind, has shown promising results, with monthly loss limits leading to a significant decline in financial breaches and overall average losses among players. As Franssen observes, the aim of player protection is commendable, yet the accumulated restrictions and tax increases seem to have generated more issues rather than resolving them.
The government's strategy against the black market includes empowering the KSA with enhanced enforcement capabilities. However, Franssen expresses skepticism about how effective this approach will be, stating, "The black market is like quicksilver – it always finds a way around enforcement measures."
Although implementing a total ban requires legislative approval and could take two years, the ongoing trends reflect a troubling trajectory. Both the growing illegal market and stagnating channelisation rates suggest that action is overdue. Mancini warns, "Absolutely so. This is quite a safe bet," while Rønde adds, "Everything indicates that the Dutch policymakers have already gone too far."
The initiatives from The Hague may push the conversation surrounding gambling underground, shifting to venues where regulatory oversight is absent.
