The Netherlands Considers Additional Gambling Ad Limits

(AsiaGameHub) –   The Netherlands is considering stricter regulations on gambling advertisements after authorities admitted that current measures may not be enough. However, critics argue that additional restrictions could benefit illegal operators while weakening the regulated sector’s competitiveness.

Lawmakers Highlight Flaws in Self-Exclusion System

Previously, the Netherlands banned untargeted gambling ads, but some lawmakers believe stronger action is needed—possibly including a complete ban on all gambling advertisements. This follows newly released parliamentary responses that raised concerns about the country’s safer gambling policies and gaps in Cruks, its national self-exclusion program.

State Secretary Claudia van Bruggen pointed out that gambling operators cannot verify whether individuals are registered in Cruks before displaying ads, meaning self-excluded users may still be exposed to gambling content. Additionally, Cruks does not block access to unlicensed gambling sites, which continue to operate illegally in the country.

Van Bruggen stressed that exposing vulnerable individuals to gambling ads poses serious risks and can lead to significant harm.

Legal Operators Warn Against Ad Ban

The Netherlands previously prohibited untargeted gambling ads, such as those displayed across media platforms and public spaces. Its phased implementation of this ban also included outlawing sponsorships of shows, events, and sports teams.

Today, operators must adhere to strict advertising rules and ensure their ads only reach audiences interested in gambling. Yet, as highlighted above, these measures are sometimes insufficient to protect at-risk gamblers.

In response, lawmakers are now exploring further restrictions, potentially extending to a full prohibition on gambling advertisements.

Meanwhile, industry representatives oppose additional ad restrictions, warning they could undermine the legal market’s ability to promote itself—and inadvertently boost the black market.

Gambling companies have strongly rejected the idea of an outright ban on gambling ads, arguing it would render their services invisible online while giving an advantage to illegal operators who disregard regulations entirely.

Black Market Still Poses Significant Risk

To provide context, the illegal gambling market remains a major issue in the Netherlands, with regulated gaming failing to achieve sufficient channelization rates. Despite this, the local regulator, Kansspelautoriteit (KSA), continues to take enforcement actions.

Recently, the authority penalized two operators for facilitating illegal gambling. One received a record fine, though the KSA chair suggested it should have been even higher.

For example, Fortaprime was fined $2 million, while Novatech faced a landmark penalty of $28.9 million.