The Netherlands Weighs Total Ban on Gambling Advertising

(AsiaGameHub) –   The Dutch government is considering introducing stricter gambling advertising regulations, potentially including a complete ban, after officials concluded that existing measures still fail to adequately protect vulnerable individuals.

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Key Points

• State Secretary Claudia van Bruggen stated that Cruks cannot fully prevent exposure to gambling advertisements.
• The Netherlands already prohibits untargeted gambling ads and various forms of sponsorship.
• Licensed operators caution that an outright advertising ban could make legal gambling less visible than illegal offshore sites.

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The Netherlands currently enforces some of the most rigorous gambling advertising restrictions in Europe, yet policymakers continue to assess whether further action is necessary.

State Secretary Claudia van Bruggen informed parliament that the Cruks self-exclusion system has significant limitations. Licensed operators are unable to use Cruks to screen every individual before distributing promotional content, she explained. Additionally, Cruks only applies to the regulated gambling sector, meaning excluded users may still encounter advertisements for offshore gambling platforms or access unregulated websites. Van Bruggen remarked:

“The government is committed to tightening gambling advertising rules as outlined in the coalition agreement, with a particular focus on safeguarding vulnerable populations. However, tools like Cruks remain restricted to the licensed market. They do not block access to unauthorized providers or completely eliminate exposure to gambling promotions.”

Cruks Limitations Fuel Debate Over Ad Ban

Dutch gambling advertising regulations have progressively tightened since the launch of the online gambling market in 2021.

In July 2023, the government prohibited untargeted gambling ads across television, radio, newspapers, billboards, and public spaces. By July 2024, gambling companies lost their rights to sponsor events and programmes. A year later, further restrictions eliminated gambling sponsorships linked to sports teams, team jerseys, competitions, and venues.

Targeted advertising remains permissible under current law, but operators must comply with strict audience profiling and exposure limitations. The government is now evaluating whether these safeguards are sufficient.

Another challenge involves illegal gambling. While Dutch authorities maintain that cracking down on unlicensed operators remains a priority, they acknowledge the difficulty of preventing domestic access to foreign gambling sites. This creates a complex policy dilemma: reducing gambling promotion within the country while ensuring licensed operators remain sufficiently visible to divert players from illegal alternatives.

Licensed operators have voiced opposition to a full advertising ban. Björn Fuchs, chairman of VNLOK, argued in February that Dutch gambling policy relies on consumers being able to locate legal options. He stated:

“Dutch gambling policy intentionally centers on an open, regulated market with stringent requirements regarding duty of care, advertising, and oversight. This framework only functions effectively if the legal and safe offering remains accessible and visible to players. An absolute ban on advertising undermines this fundamental principle.”