Netherlands weighs total ban on gambling ads amid player protection concerns

The Dutch government is considering stricter gambling advertising restrictions, including a possible total ban, after admitting current player protection measures remain insufficient.

In parliamentary responses, State Secretary Claudia van Bruggen said the Netherlands’ self-exclusion system, Cruks, cannot fully prevent vulnerable players from being exposed to gambling ads. She noted that licensed operators are unable to use Cruks to verify the exclusion status of all recipients before sending advertising materials.

Van Bruggen also highlighted that Cruks applies only to the regulated market and cannot block access to unlicensed gambling operators, meaning self-excluded users may still encounter gambling advertisements and offshore platforms.

“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.”

The Netherlands already enforces some of Europe’s strictest gambling advertising regulations. Since launching its regulated online gambling market in 2021, the government has progressively tightened advertising rules.

In July 2023, untargeted gambling advertisements were banned across television, radio, newspapers, billboards and public spaces. The restrictions were expanded in July 2024 to prohibit event and programme sponsorships by gambling companies. A year later, additional measures banned gambling sponsorships involving sports teams, jerseys, competitions and venues.

Although targeted advertising remains legal, operators must comply with strict audience profiling and exposure requirements. However, the government’s latest statements suggest that further regulatory changes may be under consideration as authorities reassess the effectiveness of existing controls.

The Dutch government also reiterated that enforcement against illegal gambling operators remains a priority. At the same time, policymakers acknowledged the difficulty of preventing players from accessing offshore gambling sites, creating a challenge in balancing stronger domestic restrictions while maintaining the visibility of licensed operators.

The industry has opposed the idea of a complete advertising ban.

Speaking in February, Björn Fuchs, chairman of VNLOK, which represents licensed online operators in the Netherlands, argued that the Dutch regulatory framework depends on maintaining a visible legal market to channel consumers toward licensed 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.”