Dutch Coalition Reopens Debate on Gambling Advertising Controls

Dutch Coalition Reopens Debate on Gambling Advertising Controls

The Netherlands may be moving toward another recalibration of its gambling framework as the new coalition government signals an intention to prohibit all forms of gambling advertising. The proposal, set out in a recently published coalition agreement, would extend existing restrictions and reshape how licensed operators are allowed to communicate with the public. While framed as a protective measure, the plan has already prompted debate about its likely effect on channelisation and regulatory oversight.

The proposed ban follows a sequence of earlier interventions that have gradually narrowed the advertising space for gambling companies. Targeted online advertising has been restricted since mid-2023, and sports sponsorships linked to gambling were prohibited last year. The coalition’s latest proposal would remove remaining advertising options, including broad, non-targeted campaigns. If adopted, the Netherlands would become one of the more restrictive gambling promotion markets in Europe.

In its agreement, published on January 30, the government places gambling alongside sex work, describing both as legal activities that remain vulnerable to criminal misuse. The document argues that tighter controls are necessary to protect individuals who may be exposed to exploitation, including risks linked to organised crime and human trafficking. This comparison reflects a broader policy approach that views gambling not only as a regulated market but also as a sector that requires heightened social safeguards.

Advertising is not the only area under review. The coalition indicates that further regulatory tightening is under consideration, although specific measures have not yet been detailed. These discussions revive initiatives put forward by the previous administration, which had committed to reassessing gambling legislation in 2024. Among the options under consideration at the time was raising the minimum age for online slot participation from 18 to 21.

That legislative review lost momentum following the resignation of State Secretary for Legal Protection Teun Struycken in August. His departure, which stemmed from political disputes unrelated to gambling policy, left several reform proposals unresolved. As a result, the current coalition inherits a policy area already marked by unfinished debates and diverging views among stakeholders.

The political context adds further complexity. No party secured a parliamentary majority in the early election, leading to a minority coalition formed by the centrist D66, the Christian Democrats, and the right-wing VVD. After months of negotiations, the parties agreed on a 67-page governing programme, with a new cabinet expected to take office later this month. As a minority government, the coalition will need backing from opposition parties to pass major legislative changes, including any advertising ban.

This parliamentary reality makes the outcome uncertain. Industry groups have already voiced concerns about the potential consequences of a full prohibition on gambling advertising. VNLOK, the association representing licensed online operators, has cautioned that removing all legal advertising could make it harder for consumers to distinguish between regulated platforms and unlicensed alternatives. According to the group, visibility helps guide players toward operators subject to Dutch supervision and consumer protection rules.

Similar concerns have been raised in earlier policy discussions. While the Dutch regulator, Kansspelautoriteit (KSA), typically refrains from commenting on active political proposals, its chair, Michel Groothuizen, has previously spoken against measures such as blanket advertising bans, sharp tax increases, or substantial changes to age limits. His position has consistently highlighted the risk that excessive restrictions may weaken the regulated market’s ability to compete with offshore offerings.

Recent regulatory data has intensified this debate. In October, the KSA reported that revenue from unlicensed operators had surpassed that of the regulated sector in the first half of 2025. Licensed operators recorded €600 million in gross gaming revenue during that period, down from €697 million in the previous six months. The regulator noted that the decline coincided with the introduction of additional consumer protection measures, including mandatory deposit limits.

These figures have prompted questions about whether the current policy trajectory is achieving its intended balance. While player protection remains a central objective, the growth of unregulated activity suggests that tighter rules may also be diverting demand away from licensed channels. Advertising restrictions, in particular, are seen by some observers as a measure that can influence this balance in unintended ways.

The timing of the proposal is notable for another reason. October will mark five years since regulated online gambling was introduced in the Netherlands. This anniversary triggers a licence renewal process for operators active in the market. The KSA has stated that it will assess how companies have addressed past compliance shortcomings when reviewing renewal applications. This process adds a further layer of uncertainty for operators already adjusting to a changing regulatory environment.