State Secretary for Justice and Security, Claudia van Bruggen, unveiled government plans to enhance protection in online gambling. A key component is the introduction of a nearly complete ban on online gambling advertising in response to findings that as many as 69% of Dutch citizens over the age of 16 participated in some form of gambling in 2025. This raises concerns about protecting vulnerable groups, particularly young adults.
The new Dutch policy also includes a definitive cleanup in social media marketing. The local regulatory body (KSA) confirmed a strict prohibition on using influencers, streamers, and vloggers to promote gambling products.
These personalities have a huge influence on young audiences, and therefore can no longer be part of recruitment campaigns. Gambling operators have been urged to immediately terminate all partnerships with online celebrities.
How Do Other Countries Regulate?
With this radical move, the Netherlands joins countries that have previously chosen the path of strict restrictions. It joins states like Italy, Spain, and Belgium, which have implemented total or near-total bans on gambling advertising.
Italy is one of the strictest countries in this regard, banning any gambling product advertisement on TV, radio, and the internet, including indirect advertising via social media and distribution of branded items.
Spain introduced strong restrictions in 2020, where ads could not feature athletes or celebrities and could appear only at night between 01:00 and 05:00 on TV and YouTube. However, the highest court overturned some of these restrictions two years ago, such as the ban on celebrity endorsements.
Denmark took a different approach in regulation and recently approved the so-called "whistle-to-whistle" ban, effective from January 2026, prohibiting any betting ads just before, during, and right after sports broadcasts.
While some countries opt for a complete ban, others rely on partial restrictions focused on timing and content:
For example, in Germany, there are strict time limits (ban on gambling ads between 06:00 and 21:00), and ads cannot offer bonuses like free bets.
Sweden enforces a principle of “moderate marketing,” meaning advertisements cannot be overly emotional or give the impression that gambling will solve financial problems.
Risk of a Growing Black Market
Though the primary aim of these measures is to protect vulnerable groups, there are also warning voices. Organizations like the European Gaming and Betting Association (EGBA) caution that excessive restrictions may have unforeseen consequences.
If legal and licensed venues are hindered in effective communication, players might start seeking out illegal offshore sites. These are unregulated, do not offer responsible gaming tools, and pose serious security risks to users.
Sources: EGBA, LawsTrust, iGamingBusiness
