Strict rules for advertising betting

The Netherlands is one of Europe's strictest gambling advertising jurisdictions. After the legalization of the online market, the regulator Kansspelautoriteit (KSA) consistently "tightened the screws": banned non-targeted advertising (TV/radio/outdoor), the use of role models, introduced strict requirements for targeting 24 + and brought the ban on sports sponsorship to the finals. Now the course is to further tighten and control the "duty of care."

1) Key prohibitions and dates

Untargeted advertising of online gambling is prohibited from July 1, 2023. TV, radio, print media, outdoor advertising, etc. were banned. Only strictly targeted online formats are allowed, subject to the conditions (see § 2).

The ban on "role models" in advertising (athletes, influencers and other persons with approximate/identification influence) has been in effect since June 2022; KSA regularly issues warnings for violations.

Sports sponsorship is prohibited from July 1, 2025. The transition period has ended: you can no longer sponsor teams, leagues, tournaments, place logos on uniforms, in arenas, etc.

2) What counts as valid ads today

Only targeted online advertising, provably focused on an audience of 24 + (strict requirements for proof-of-age/interest, frequency limits and exclusion of vulnerable groups). Affiliates fall under the same standards.

No creatives and pitches where there is a meaningful 18-24 share, and no messages that can be perceived as encouragement to frequent/impulse play.

Additional behavioral requirements in products (not advertising, but affects communications): from October 1, 2024, neutral screens for setting limits (without "selling" elements), mandatory contact with the operator when increasing limits, etc. were introduced. This forms the tone of all communications with the player.

3) Sports sponsorship: what exactly is prohibited

The broad ban covers meal sponsorship, tournament/team naming, logo placement and integration on broadcasts and venues. For the industry, this is the "final stage" of a two-year reform that began with a ban on targeted advertising in 2023.

4) Role-models and influencers

You cannot use public persons (including professional athletes) in any marketing of "risk games." KSA in 2025 continues to issue warnings for such cases - even in promo gaming halls.

5) Surveillance and tightening trends

KSA strengthens control: agenda for 2025 - priority protection for up to 24 years and verification of "duty of care" in communications. The regulator also purposefully puts pressure on media/agencies working with illegal sites.

The political vector is "default prohibition unless proven otherwise." In 2025, a "no, less" policy was introduced to further limit advertising activities, bonuses and promotions. Earlier in 2024, initiatives to completely ban advertising were submitted to parliament.

6) Practical rules for operators and affiliates (cheat sheet)

1. Target 24 + and prove it. Keep evidence: data sources, methods for excluding youth/vulnerable groups, frequency caps.

2. Exclude all "role models." No athletes/influencers; audit of creatives and landing pages.

3. Do not use TV/radio/outdoor and sports. Neither direct nor roundabout integrations (form, billboards, naming).

4. Online creativity is a neutral tone. There is no "easy money," "almost won," pressure on the frequency of the game; working CTA - inform, not "spur."

5. Control partners. Affiliates = same liability; contracts with sanctions for violation of media sharing/tonality.

6. Log duty of care. Dropout procedures 18-24, limit increase flow, intervention scenarios - KSA requests logs.

7) What threatens for violations

Warnings, fines and prescriptions - KSA regularly reports on cases (including on "role models" and youth targeting). Violations in media/agencies working with "gray" advertising are a separate risk area.

8) Mini-FAQ for marketers

Is it possible to target in social networks? Yes, if you prove an audience of 24 +, apply exceptions and frequency limits, and creativity corresponds to a neutral tone.

Is it possible to brand content without an offer? Caution: even "image" materials fall under the framework. Remove elements affecting frequency/impulsivity.

Can I sponsor eSports/clubs? From July 1, 2025 - no, the ban covers sports sponsorship in general.

The Netherlands has built a "residual advertising" model: non-targeted formats and sports are excluded, online communications are allowed only with strict targeting 24 +, neutral tone and in conjunction with real duty of care practices. Tune in to compliance-by-design: keep the evidence base of targeting, clean creatives from "role models," log interactions with young adults and keep the course on "no, less" - this is the current norm of the Dutch market.