Dutch government proposes gambling ads ban
The government draws a parallel between gambling and sex work and also impose new restrictions on gambling in the Netherlands.
The Netherlands.- The new minority coalition government has announced plans to impose a blanket ban on gambling advertising in the Netherlands. The move follows the introduction of a ban on targeted gambling ads from July 2023 and on sport sponsorship from July last year.
In an agreement, published on January 30, the government draws a parallel between gambling and sex work, warning that both industries face risks of criminal exploitation. “Online gambling and sex work are legal in the Netherlands, but they are also susceptible to crime and human trafficking. We want to protect vulnerable people in these sectors from profiteers,” the document stated.
The government says it will also tighten regulations for the gaming sector in other ways.
The previous government had pledged to overhaul gambling legislation last year. That was to include consideration of a potential rise in the legal age to play online slots from 18 to 21. However, the reforms stalled after State Secretary for Legal Protection Teun Struycken, who oversaw gambling policy, resigned in August amid disputes over sanctions against Israel.
No party won a majority in the Netherlands’ early election. The governing coalition comprises the centrist D66, the Christian Democrats and the right‑wing VVD. Months of negotiation produced a 67‑page agreement, with a new cabinet expected to be sworn in later this month.
The coalition is likely to face opposition to the new proposal and will probably struggle to secure parliamentary backing. Trade association VNLOK has warned that prohibiting all gambling advertising could accelerate the shift to unregulated play.
While regulators don’t tend to comment on politicians’s views, Michel Groothuizen, chairman of Dutch regulator Kansspelautoriteit (KSA) has previously spoken against proposals like banning gambling advertising, increasing taxation or increasing the legal gambling age and banning advertising outright.
KSA data supports concerns about illicit activity: in October, the regulator reported that black‑market revenue had overtaken legal gambling revenue in the first half of 2025. Licensed operators generated €600m in gross gaming revenue (GGR) during that period, down from €697m six months earlier. The decline was partly attributed to new consumer protection rules, including deposit limits.
This October will mark the fifth anniversary of the launch of regulated online gaming in the Netherlands. That means operators must renew their permits. The KSA has said it would review how sanctioned operators had addressed past failings when deciding on renewals.
