End of Transitional Period Marks Full Implementation of Dutch Gambling Ad Restrictions
The Netherlands will fully implement its ban on gambling-related sports sponsorships starting 1 July 2025, as the Dutch Gambling Authority (KSA) confirms its intention to intensify enforcement and ensure industry-wide compliance.
This change marks the end of a two-year transitional period that began following the broader 1 July 2023 prohibition on non-targeted gambling advertising. The upcoming enforcement will eliminate all forms of gambling sponsorship associated with sports, including deals involving athletes, teams, competitions, and merchandise.
Goal: Shield Young and Vulnerable Audiences
At the heart of the regulation is a push to protect young adults and vulnerable groups from the influence of gambling promotion. The KSA has made clear that any exposure to gambling ads through sports sponsorships will be treated as a violation, regardless of the nature of the arrangement.
In a recent communication to licensed online gambling operators, the KSA reaffirmed that full compliance is expected and non-adherence will be met with immediate enforcement actions.
KSA Chairman Michel Groothuizen emphasized the regulator’s zero-tolerance approach, warning operators against attempts to circumvent the restrictions:
“This law was drawn up to protect young adults and other vulnerable groups. You do that by preventing them from being exposed to gambling advertising, regardless of who the advertising comes from. We at KSA will be very vigilant about that.”
KSA Eyes Broader Consumer Protection Strategy
The move is part of the Dutch government’s broader effort to curb gambling exposure, particularly among demographics shown to be more susceptible to harm. The KSA has actively supported awareness campaigns and initiatives targeting youth and at-risk populations, reinforcing its commitment to responsible gambling policies.
In preparation for the ban’s full enforcement, the Authority has been in regular consultation with industry stakeholders and trade associations, aiming to ensure a smooth regulatory transition and clear understanding of expectations.
With this final piece of the advertising ban coming into effect, the Netherlands joins a growing number of jurisdictions placing tighter limits on gambling promotion, with an eye toward safeguarding public health and consumer welfare.
