The Netherlands is preparing to implement the final phase of its gambling advertising ban. This was confirmed by the Dutch Gaming Authority, announcing that all sports sponsorships from online gambling operators will be officially prohibited from 1 July 2025. 

The move marks the conclusion of a two-year transitional period that started on July 1, 2023, when the government introduced a ban on non-targeted gambling advertisements in public spaces and buildings accessible to the general public. It will involve putting an end to all sponsorship agreements involving athletes, teams, competitions, clothing, and other sports-related promotional materials.

The upcoming ban aims to reduce the visibility of gambling advertising, particularly to vulnerable groups. So, Dutch authorities can curb the growing influence of these promotions on at-risk bettors.

Enforcement to Intensify

The KSA has clarified that it will increase its regulation and take immediate action against operators violating the new laws. In a recent letter to licensed gambling providers, the Authority urged stakeholders to maintain full compliance while ensuring current and future sponsorship arrangements adhere to the law.

To help the sector prepare, the KSA has been actively engaging with operators, trade associations, and other stakeholders, addressing questions and clarifying the ban’s scope.

“This law was drawn up to protect young adults and other vulnerable groups,” said Michel Groothuizen, Chairman of the KSA. “You do that by preventing them from being exposed to gambling advertising, regardless of who the advertising comes from. We at KSA will be very vigilant about that.”

Also, Groothuizen expressed the Authority’s awareness of how some operators in other jurisdictions have tried to exploit loopholes in similar legislation. He stressed that such attempts would not be tolerated in the Netherlands and regulators are prepared to act decisively if violations occur.

Broader Consumer Protection Strategy

The upcoming enforcement is part of a wider effort by the Dutch government and the KSA to enhance consumer protection within the regulated gambling market. Over the past year, the Authority has supported numerous public awareness initiatives, targeting gambling risks among youth, professionals, and individuals.

These efforts reflect more recognition of the need to balance the economic benefits of a legal gambling market with the social responsibility to limit harm. The removal of gambling-related sponsorships from sports will be a significant step in reducing the normalisation of gambling in everyday life.

Industry Adjustments Ahead

With over a year left before the full ban kicks in, gambling operators with sponsorship deals in the Netherlands must start winding down their contracts. Sports teams and organizations will also be looking for alternative sources of funding as they adjust to the new regulatory landscape.

The KSA’s stance prioritises the protection of public health and wellbeing supersedes commercial interests. As July 2025 approaches, the Dutch gambling sector is set for a shift towards safer and more responsible engagement.