The Netherlands implemented a ban on gambling ads on 1 July, which includes television, radio, print, and public places. This ban also extends to billboards, bus shelters, cafes, and gaming venues.
Untargeted gambling advertising in the Netherlands is now completely prohibited, including gambling sponsorship of events and clubs. The ban on sponsoring events and programs will begin in 2024, while sponsorship of venues and clubs will end in 2025.
While there are new restrictions on affiliate advertising, targeted advertising will still be allowed in certain contexts. This includes on-demand streaming services, social media, direct mail, and online gaming environments. The aim is for at least 95% of viewers of these ads to be over the age of 24, although there is some ambiguity in how this will be defined and enforced.
Kansspelautoriteit (KSA), the regulator, has announced that it will provide limited guidance for the ban, expecting operators to take the lead in understanding and implementing the new rules. The KSA will monitor compliance and issue further clarification if needed.
The Dutch gambling industry has introduced a new version of its self-regulation guidelines, called the Advertising Code for Online Games of Chance, in line with the advertising ban. This includes requirements for responsible play, limitations on inducements and welcome bonuses, and restrictions on the length and frequency of gambling ads.
The Netherlands implemented its regulated gambling market in October 2021, but concerns about the proliferation of gambling ads led to the introduction of stricter rules. The ban on gambling advertising was announced by the minister in March 2022 and approved by the Dutch parliament. The ban was initially planned for January 2023, but the date was pushed back several times before being set for July.
Belgium has also recently implemented a total ban on gambling advertising.
