The Netherlands is preparing a major tightening of its online gambling framework, with policymakers outlining a package of measures that would reshape how licensed operators can advertise, attract customers and manage player spending. The reforms, announced on 12 June by Justice and Security State Secretary Claudia van Bruggen, respond to rising participation in online gambling since regulation began in 2021.
The regulated market launched in October 2021, but authorities now argue that increased access has been accompanied by higher exposure to gambling-related harm, particularly among younger adults. Concerns over debt and addiction have driven the latest proposals.
Van Bruggen said: “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,” and added: “It is high time to reverse this trend.”
Marketing Channels Face Full Closure
One of the most significant elements of the reform package is the planned elimination of online gambling advertising by licensed operators. If implemented, the measure would prevent all promotional activity across advertising channels.
The government also intends to prohibit bonuses used to attract new customers, including free bets tied to account registration. These changes extend earlier restrictions, including bans on celebrity endorsements, influencer marketing, and untargeted advertising across broadcast, print, online and public environments. Sports sponsorships were also prohibited from July 2025.
Authorities say that despite these steps, gambling messages remain widely visible, especially to younger audiences.
Van Bruggen stated: “With the proposed measures, I am taking an important step to better protect people against the negative effects of gambling, such as addiction and debt,” and added: “Special attention is being paid to young people and young adults because they are particularly vulnerable to the risks of gambling.”
Centralised Spending Controls Introduced
The government plans a single deposit limit system across all licensed gambling operators. Players exceeding the limit would need to complete a financial assessment considering payment arrears, personal financial circumstances and guardianship status.
These measures build on 2024 rules that set loss caps of €150 for players aged 18 to 23 and €350 for those aged 24 and above. Data from the Dutch Gambling Authority (KSA) shows monthly loss breaches fell from 9.7% to 2.2%, while average losses dropped from €116 to €80.
Despite these improvements, policymakers believe further intervention is necessary.
Stronger Self-Exclusion and Enforcement Strategy
The reform package also updates Cruks, the national self-exclusion system, allowing indefinite registration and simplifying third-party applications. Cooperation with treatment providers is expected to increase.
At the same time, enforcement against illegal gambling is being stepped up. Authorities estimate that tens of thousands of unlicensed gambling websites continue targeting Dutch consumers. Measures include blocking illegal sites and placing legal obligations on payment providers and hosting companies supporting unlicensed operators.
Officials acknowledge that collecting fines from offshore operators has been challenging, prompting a shift toward disrupting supporting infrastructure rather than relying solely on penalties.
The reforms form part of a broader programme focused on reducing gambling harm and may also include consideration of limits on the number of licences available in the market.
Source:
“Dutch Government Plans Total Ban on Online Gambling Advertising, Bonuses”, news.worldcasinodirectory.com. Jun 14, 2026
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