Tighter ad controls

For two years, the Netherlands has built an almost "closed" mode of advertising gambling: mass channels are disabled, digital channels are allowed only with a provable target and neutral tone. These measures complemented the already existing ban on the use of "role models" and increased the emphasis on responsible play.

1) Timeline of key steps

July 1, 2023 - prohibition of non-targeted advertising. The ban included TV, radio, print, outdoor advertising and other formats where coverage of young people and vulnerable groups cannot be ruled out. Only strictly targeted online channels are allowed when strict conditions are met (see below).

June 2022 - ban on "role models." You can't use athletes, influencers, celebrities in gambling ads; KSA continues to issue warnings in 2024-2025 for bypass attempts.

October 1, 2024 - new rules "duty of care" in products and communications. Neutral screens for setting limits (without promo and pre-filled values) and the obligation to contact the operator when increasing the deposit limit have been introduced. The goal is to reduce impulsivity and make self-control real, not formal.

💡 Context: in parallel, there was a phased ban on sports sponsorship, culmination - complete termination from July 1, 2025 (important for brand strategy, but goes beyond the period 2023-2024).

2) What you can and can't do today

You cannot:

Any non-targeted channels (TV/radio/outdoor/press).
Use of role models: athletes, celebrities, influencers - under a full ban.
Interface "nudges": pre-filled limits, promo in self-control screens, "heroization" of wins in communications with the player.

You can, under the conditions:

Highly targeted online advertising with provable exclusion of audiences under 24 and vulnerable groups; Store the evidence base of targeting and frequency limits.
Neutral tone and clear conditions: without promises of "easy money," without creatives that increase the frequency of the game.

3) KSA oversight practices (how it turns out in practice)

The regulator actively monitors creatives and sites, including affiliates, and issues warnings/sanctions for violation of "role models," target and tonality - even after the bans of 2023.

4) Impact on marketing and growth

Narrowing the funnel: the disappearance of the media has deprived the market of "impulse" traffic, the emphasis has shifted to UX, organic and CRM.

Responsible default design: Neutral limits and mandatory contact when limit is raised are part of product onboarding and communication scenarios.

5) Compliance marketing checklist (2023-2024 → more)

1. Only digital target 24 + with documented exception of 18-24 and vulnerable segments; frequency caps and transparent data sources.

2. No "role models" in creativity and native; audit of affiliates and partners.

3. Neutral limit screens and no promo in self-control streams; record contact with the player when the limit is increased.

4. Log everything: targeting, frequencies, failures, duty of care interventions to quickly respond to KSA requests.

6) Mini-FAQ

Is it possible to conduct brand content in social networks? Yes, if the audience is confirmed to be 24 +, the tone is neutral, and creatives do not stimulate the frequency of the game and do not use "role models."

What to change in product communication? Remove marketing from limit screens, eliminate "nudges," implement mandatory contact when raising deposit limit.

The period 2023-2024 consolidated the principle in the Netherlands: gambling advertising is allowed only as a strictly managed exception. Mass channels are closed, "role models" are prohibited, and product communications are subject to the logic of a responsible game - neutral limits and verifiable interventions. Brands have to play by the rules: 24 + target, transparent tone, impeccable journalism and compliance design - otherwise the risks of sanctions from KSA are inevitable.