Dutch Government Considers Tighter Restrictions On Gambling Advertising

The Dutch government has been in discussions around stricter gambling advertising controls, including a full advertising ban, after identifying weaknesses in current player protection measures.

In newly published parliamentary responses, the State secretary, Claudia van Bruggen addressed concerns around Cruks, the Netherlands’ national self-exclusion system. She noted that operators are currently unable to use Cruks in verifying the exclusion status of every individual receiving gambling advertisements. 

Van Bruggen also stated that the system cannot block access to unlicensed gambling platforms. This means self-excluded users may still encounter gambling promotions or access offshore operators.

“The government is working in line with the coalition agreement to further tighten gambling advertising rules, particularly to protect vulnerable groups,” Van Bruggen said. “At the same time, instruments such as Cruks remain limited to the regulated market. They cannot prevent access to illegal providers or fully eliminate exposure to advertising.”

Netherlands already operates strict advertising controls

The Netherlands already has some of the toughest gambling advertising rules in Europe. Advertising restrictions were limited when the regulated online gambling market launched in 2021, but the framework has gradually tightened over the past years.

In July 2023, the country introduced rules banning untargeted gambling advertisements across television, radio, newspapers, billboards and public spaces. Further restrictions followed in July 2024 when the rules were extended to event and programme sponsorships. 

By 2025, the government expanded the measures again, prohibiting gambling sponsorships for sports teams, competitions, stadiums and shirts. Targeted advertising remains permitted under Dutch law, although operators must now demonstrate strict compliance with audience targeting and exposure. 

Furthermore, the Dutch government prioritises enforcement against illegal gambling operators. But authorities acknowledged that national tools such as Cruks have limitations when dealing with offshore markets.

Industry warns against a complete advertising ban

The possibility of further restrictions has already triggered strong reactions from the Dutch gambling industry. VNLOK, representing Netherlands’ licensed online gambling operators, warned that a total advertising ban could make legal platforms invisible to consumers.

In February, VNLOK chairman Björn Fuchs argued that the Dutch regulatory model depends on maintaining visibility for regulated operators. “The Dutch gambling policy is deliberately designed around an open, regulated market with strict requirements for duty of care, advertising and supervision,” he said. 

“That system only works if the legal, safe offer also remains visible to the player. A total ban on advertising undermines exactly that starting point.”

Despite having some gambling advertising restrictions in place, the Dutch government is considering a total ban on ads within the country. Its current self-exclusion system, Cruks, is limited in the protection of excluded players from targeted ads and offshore platforms. Hence, the authorities are seeking legislative measures to tackle these issues.

Further updates on regulatory developments will be available in the Regulation Section.