Almost all gambling-related sports sponsorships disappear following 1 July 2025 enforcement deadline
The Netherlands Gambling Authority (KSA) has declared its satisfaction with the early outcomes of its full enforcement of the ban on untargeted gambling advertising, particularly within the sports sponsorship sphere. This follows the culmination of a two-year grace period that allowed long-standing deals to run their course.
From Warning to Enforcement: A Phased Approach
The original ban, enacted in July 2023, was aimed at curbing public exposure to gambling advertisements that were deemed “untargeted”—ads broadly visible to the general population, including minors and vulnerable individuals. However, a transitional exemption was carved out for existing sports sponsorship contracts, many of which were long-term agreements involving major leagues and clubs.
Now, as of 1 July 2025, the KSA has begun full enforcement, effectively outlawing all remaining public-facing gambling sponsorships in the sports sector. The regulator had issued advanced warnings in the months leading up to the deadline, promising rigorous oversight and swift action against non-compliance.
High Compliance Levels, Minor Infractions
According to the KSA’s latest update, “almost all public expressions have disappeared”, suggesting that the industry has taken the policy seriously. A few minor breaches were noted, such as:
Sports clubs selling merchandise with gambling sponsor logos still visible on online platforms.
The KSA emphasized that even third-party activities—such as webshop listings or promotional materials—are the responsibility of operators and rights-holders. This sets a clear expectation: complete ecosystem accountability is now a regulatory requirement.
Understanding Untargeted Advertising
The term “untargeted advertising” refers to promotional content that aims for mass visibility—think billboards, radio, or TV ads during sporting events. The policy is part of a broader movement in the EU, which includes measures to minimize gambling exposure among non-gamblers, children, and recovering addicts.
With this enforcement, the Netherlands joins countries like Belgium and Italy, which have implemented similarly strict advertising frameworks.
A Model for Responsible Gambling Regulation?
KSA’s measured, phased approach—balancing industry needs with public health priorities—could serve as a model for regulators elsewhere. By honoring existing contracts and gradually increasing oversight, the regulator was able to avoid legal battles while still achieving meaningful change.
As the KSA continues to monitor the ecosystem, further guidance is expected on digital advertising, affiliate marketing, and indirect branding—areas likely to present the next frontier of regulatory scrutiny.
For now, the Netherlands gambling landscape has taken a decisive step toward promoting responsible marketing, with the industry largely cooperating under the new framework.
