The Netherlands Gambling Authority has recapped the effectiveness of the newly introduced gambling advertisement ban that went into effect on July 1, 2025.
The regulator has said that in the several days leading up to July 10, the watchdog has acknowledged the complete disappearance of gambling ads in sports and public spaces.
Strengthening market safeguards through the ad ban
This ban is part of an ambitious plan by the regulator to ensure that consumers are protected and that the market operates responsibly and sustainably. The latest measure is a continuation of an already existing law that went into effect on July 1, 2023, and had to do with the so-called practice of "untargeted gambling ads."
Essentially, operators were prohibited from extending market materials unless consumers had explicitly agreed to be targeted. Now, the restriction has taken on a new, stricter level that also involves public advertisement, and particularly sports gambling sponsorships that tie the partnership to the display of gambling firms’ logos.
The government and the regulator gave all such partnerships until July 1, 2025, to wrap up, with the ultimate goal of not forcing operators to sever ties with sports teams right away. However, moving forward, gambling firms will not be able to display their logos or team up with clubs, leagues, or strike shirt sponsorships, or work with teams or athletes.
The Netherlands focuses on consumer protection
While the KSA has acknowledged some minor violations in the first days, the regulator is fairly confident that the regulated market has complied fully with the measure, the latest proof of the watchdog’s commitment to make sure that at-risk and vulnerable consumers are not hurt.
However, the Netherlands still grapples with a serious problem, specifically that 50% of the country’s gambling spending is offshore, even though more than 90% of all gamblers tend to play with a regulated entity.
