The Netherlands’ newly formed minority coalition government has announced plans to prohibit online gambling advertising entirely and explore limiting the number of operator licences in the country. The three-party government, comprising the centrist D66 Party, the conservative Christian Democrats (CDA), and the right-wing VVD Party, released its coalition agreement on 30 January.
In the agreement, the coalition likened gambling to sex work, stating, “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 government further pledged to strengthen operators’ duty of care, crack down on illegal gambling sites, and introduce a full advertising ban for online gambling. Licensing limits are also under consideration. This coalition emerged after snap elections in October, which followed the collapse of the previous government over asylum policy disagreements.
Regulatory And Political Challenges
Michel Groothuizen, chairman of the Dutch gambling regulator Kansspelautoriteit (KSA), told iGB at ICE that the regulator often faces strained relations with politicians. “The industry is not too welcomed by most [political] parties. The analysis we come up with and measures we propose are seen as perhaps a bit too pragmatic,” he said. Groothuizen noted that the new minority coalition, the first in over 100 years in the Netherlands, may encounter obstacles in gaining political support for proposed measures. However, he highlighted that politicians remain willing to engage with the regulator and discuss policy.
Industry Warns Of Black Market Growth
The Dutch gambling trade association VNLOK criticized the proposed advertising ban as “unreasonable and ineffective.”Björn Fuchs, VNLOK’s chairman, explained, “Dutch gambling policy is deliberately designed around an open, regulated market with strict requirements for duty of care, advertising and oversight. This system only works if the legal, safe offering remains visible to the player. A total ban on advertising undermines precisely that principle.”
VNLOK cited KSA data showing the black market’s expansion, noting that revenue from illegal operators surpassed the legal market in the first half of 2025. Legal Gross Gaming Revenue (GGR) for the same period reached €600 million, down 16% from six months earlier. The trade body argued that limiting licences does not automatically create safer offerings; effective oversight and strict requirements are the critical factors.
Suggested Reforms To Protect Players
VNLOK called for enhanced detection of illegal ads by platforms like Meta, faster enforcement actions against marketing companies promoting black-market gambling, and policies that maintain legal operators’ visibility. Fuchs added that public complaints mostly concern illegal advertisements, and banning legal providers would unfairly reduce consumer access to safe gambling options.
The coalition agreement also commits to continuing regulatory reforms, building on measures introduced since 2023, including deposit limits, targeted advertising for those over 24, and the end of gambling sponsorships. Industry stakeholders stress that collaboration between policymakers, regulators, and operators is essential to ensure legal gambling remains accessible, regulated, and safe.
Source:
“New Dutch coalition seeks to ban gambling ads and limit licences”, igamingbusiness.com, February 2, 2026
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