The Dutch government has opted for a drastic approach to gambling advertisements: an outright ban. In June 2023, the cabinet introduced a proposal for a near-total prohibition on online gambling advertising, allowing for only narrow exceptions. Claudia van Bruggen, the state secretary for legal protection, outlined measures that also include eliminating sign-up bonuses like free bets, implementing a universal deposit limit for all operators, enhancing the CRUKS self-exclusion register, and committing to a crackdown on illegal activities.
Van Bruggen expressed alarm over the increasing number of young individuals engaging in online gambling, stating, "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. It is high time to reverse this trend."
This proposal is effectively the latest step in a series of restrictions aimed at tightening gambling regulations. The country has already banned role models in gambling advertisements, prohibited untargeted advertising starting July 2023, and outlawed sports sponsorship beginning July 2025. Despite these regulations, officials have determined that the public's exposure is still too high, prompting their intent to take more stringent actions.
The initial goal of regulation in the Netherlands was to channel players towards licensed operators after the online gambling market opened in 2021. Justin Franssen, a partner at Amsterdam-based gaming law firm Franssen Tolboom, believes this intention has shifted significantly. "Yes, I think it has – and actually, not even that quietly," he stated, referencing hints from former state secretary Teun Struycken about this change. Now, the focus has transitioned from channeling players into the regulated market to protecting both players and non-players from gambling harm.
The current policy is under scrutiny as it appears to be faltering by earlier measures' standards. The Dutch regulatory authority, the KSA, reported that licensed operators’ share of gross gaming revenue decreased to approximately 49% by early 2025. Additionally, trade associations estimated that about a quarter of gambling activities in the Netherlands occur in the black market. Licensed operators attribute the decline to the gaming tax, which sits at 37.8% of gross gaming revenue, alongside the very advertising restrictions the government aims to extend.
Franssen questioned the expected success of a total advertising ban, bluntly stating, "It’s a very simple answer, there is no evidence," and noted that the KSA itself voiced concerns about the proposed total ban, advising against it. He highlighted that most gambling advertisements identified on Dutch social media are already illegal, noting, "I would estimate that around 95% of those advertisements come from the black market."
In June, the trade association VNLOK initiated legal action against Meta and lodged a complaint with the European Commission concerning the rampant illegal gambling ads. In the last quarter of 2025, VNLOK recorded over 70,000 gambling ads on Meta platforms, with more than 95% originating from unlicensed operators, while less than 5% were removed. The KSA files numerous monthly complaints with Meta, yet offending ads typically remain active for about a day and a half before resurfacing under different names. VNLOK estimates that the illegal gambling market in the Netherlands has surpassed €1 billion annually, approaching the scale of the regulated sector.
Franssen emphasized the implications of banning licensed operators, asserting that it would effectively empower illegal operators while preventing consumers from being informed about available legal options. He described the strategy as potentially one of the worst policy ideas in years.
The experience of Denmark serves as a cautionary tale for the Netherlands. Although Denmark contemplated a complete ban before opting for restrictions, it still enforced a package with significant limitations including a whistle-to-whistle ad ban around live sports, restrictions on advertising near schools, and measures preventing under-25s from being targeted. Despite these efforts, Morten Rønde, outgoing director of the Danish online gambling association Spillebranchen, warned about the unlicensed market's massive growth, which has spiraled from a 90% channelisation rate to 70% over three years due to advertising restrictions and high taxes.
Italy has implemented its stringent Dignity Decree since 2018, essentially banning gambling ads and sponsorships. Quirino Mancini, a partner at WH Partners Italy, criticized Italy’s approach as ineffective and pointed out that illegal gambling remains prevalent and valued at about €22 billion. The enactment of the ban has had minimal impact on channelisation toward licensed operators.
Dutch regulations have produced some successful tools, such as the deposit regime enacted in 2024 under Van Bruggen’s predecessor, Franc Weerwind. This regime instituted loss limits and affordability checks, leading to a notable reduction in breaches of monthly allowances and average losses. It highlights that there are indeed effective instruments that could align with a stronger commitment to player protection.
Despite the government’s focus on enforcing tighter regulations, Franssen expressed skepticism about the effectiveness of newfound tools for the KSA against the black market, likening the market’s resilience to "quicksilver" that continually adapts to avoid enforcement measures.
While achieving a total ban would require primary legislation potentially taking up to two years, the ongoing trends of a surging black market and stagnant channelisation rates leave a grim outlook. Commenters like Mancini and Rønde agree that the current trajectory could lead to deeper issues in the weeks and months to come, indicating that policymakers may be undermining the viability of the regulated gambling market.
