Dutch Government Targets Gambling Ads and Bonus Offers

The Dutch government has outlined a new set of gambling reforms that could reshape the country's regulated online gaming market. The proposals include a ban on gambling advertising, restrictions on promotional offers, tighter spending controls, expanded self-exclusion measures, and additional powers to tackle illegal gambling operators.

Justice and Security State Secretary Claudia van Bruggen presented the plans on June 12, saying stronger protections are necessary as online gambling participation has grown since the regulated market launched in October 2021. The government has identified younger adults as a particularly vulnerable group due to concerns about gambling-related debt and addiction.

“I find it particularly concerning that more and more people, and especially young people, have started gambling online and are getting into trouble as a result,” said van Bruggen.

“It is high time to reverse this trend.”

The proposals will move forward through the legislative process while Dutch authorities continue developing a broader long-term strategy focused on reducing gambling-related harm.

Complete Advertising Ban Under Consideration

The government's plans include a proposal that would prevent licensed online gambling operators from advertising their products altogether.

If implemented, the measure would represent the most restrictive step in a series of advertising controls introduced since the Dutch market opened. Regulators previously prohibited the use of celebrities, athletes, influencers, and other public figures in gambling promotions. Authorities later restricted untargeted advertising across television, radio, print media, public locations, and social media platforms.

A separate prohibition on sports sponsorship agreements came into force on July 1, 2025.

Despite those earlier restrictions, policymakers concluded that gambling marketing remains highly visible, particularly to younger audiences. As a result, the government now wants to remove advertising from the regulated online gambling sector entirely.

The proposed reforms also target customer acquisition incentives. Operators would no longer be permitted to offer bonuses designed to attract new players, including free bets and similar promotional rewards linked to account registration.

“With the proposed measures, I am taking an important step to better protect people against the negative effects of gambling, such as addiction and debt,” van Bruggen said, as reported by SBC Americas.

“Special attention is being paid to young people and young adults because they are particularly vulnerable to the risks of gambling.”

Spending Limits Could Expand Across the Entire Market

Dutch authorities also want to strengthen affordability controls through the introduction of a centralized deposit limit that would apply across all licensed operators.

Under the proposal, players seeking to deposit above the standard threshold would first need to undergo a financial assessment. The government is developing a means-testing process that would examine factors including financial circumstances, payment arrears, and whether an individual is subject to guardianship or administration.

Officials say the purpose of the measure is to reduce the risk of players spending beyond their financial means.

The proposal builds on restrictions introduced in 2024. Those measures established loss limits of €150 for players aged 18 to 23 and €350 for players aged 24 and older.

Data cited by the Dutch Gambling Authority showed notable changes after those limits were introduced. Requests to increase deposit limits fell to less than half of the regulated player base. The regulator also reported that the share of players exceeding monthly deposit thresholds declined from 9.7% to 2.2%.

According to figures published by the authority, average monthly player losses dropped from €116 before the restrictions took effect to €80 afterward.

Even with those results, the government believes additional safeguards are needed.

Self-Exclusion System and Enforcement Powers Set for Review

The reform package also addresses Cruks, the Netherlands' national self-exclusion register.

Authorities want to allow players to voluntarily register for an unlimited period without automatic removal. The government also plans to make it easier for family members and administrators to request registration for individuals experiencing gambling-related difficulties.

Officials intend to strengthen cooperation between Cruks and treatment providers as part of efforts to improve access to support services.

Illegal gambling remains another major concern for policymakers. The government estimates that tens of thousands of unlicensed gambling websites continue to target Dutch consumers.

To address the issue, authorities are considering additional enforcement measures. These include blocking illegal gambling websites and creating clearer obligations for companies that support unauthorized operators, including hosting providers and payment service providers.

Dutch regulators have already taken action against illegal gambling companies through the Dutch Gambling Authority. However, collecting penalties from businesses operating outside the country's jurisdiction has often proven challenging.

The latest proposals suggest authorities may place greater emphasis on disrupting the infrastructure used by unlicensed operators rather than relying primarily on financial penalties.

The reforms will become part of van Bruggen's Multi-Year Agenda for Protection against Gambling Damage, an initiative designed to improve public awareness, strengthen player protections, support early intervention efforts, and reduce the normalization of gambling. The government is also assessing whether restrictions should be introduced on the number of online gambling licences available in the Dutch market.

Source:

Dutch Government Plans Total Ban on Online Gambling Advertising, Bonuses, news.worldcasinodirectory.com, June 12, 2026