Chavdar Vasilev is a gambling news writer with several years of experience in the iGaming industry. He started creating promotional content but soon found he loved reporting on the industry itself. Since then, he’s delivered...
Read Full BioThe Dutch Gaming Authority, or Kansspelautoriteit (KSA), has warned gambling operators that it will tighten its supervision of the ban on sports gambling sponsorship and advertisments.
The new rules will take effect on July 1. Throughout the summer, the KSA will be on high alert for violations and will take immediate action.
Michel Groothuizen, Chairman of the KSA board, said the regulator will be very vigilant about enforcing the rules. He also warned that the Netherlands will not tolerate tactics of finding loopholes in the restrictions.
“In other countries with a similar ban, we see that gambling providers try to circumvent the ban in creative ways. As far as I’m concerned, that is not the case in the Netherlands,” he commented.
As the ban approaches, the regulator has consulted with industry associations to address any questions and assess the ban’s implications.
KSA Gambling Rules: What Sponsorship is Already Prohibited?
Since July 1, 2023, all mass-market “untargeted” gambling advertisements have been banned.
This includes TV, radio, newspapers, and other print media, as well as public spaces and transport (such as billboards, bus stops, and cafes). Any buildings and locations accessible to the public are also off limits.
Bonuses and promotions are also considered advertisements, so they must follow ad rules. Furthermore, Influencers are not allowed to target persons under 25 in non-gambling channels, and gambling ads during live events are prohibited.
There are some exceptions for “targeted” advertisements. Gambling operators can advertise to existing customers and audiences 95% or more over the age of 24.
Approved channels include online (including social media), direct mailing, specialist gambling media, and in-app. One condition is that every targeted recipient must receive a simple opt-out option from further advertisements.
KSA Set to Tighten Gambling Sponsorship Rules on July 1
While the ban on untargeted gambling ads has been in effect since 2023, the government gave an extension to long-running sports sponsorship contracts until July 1, 2025. After that date, the following gambling advertisements are no longer legal:
- Sponsorship of teams and individual athletes
- Gambling companies’ logo placements on jerseys and equipment
- Stadium naming rights
- Club partnerships and event/competition sponsorships
- Promotional materials and prize giveaways related to sports entities
KSA’s Proactive Consumer Protection
KSA’s announcement about plans to tighten supervision is not surprising. The Dutch regulator has consistently demonstrated its commitment to public protection and will not hesitate to crack down on non-compliance.
Last year, KSA ordered two influencers to remove a YouTube video over its inclusion of an illegal gambling advertisement.
The regulator also intervened during the 2024 Dutch Formula 1 Grand Prix, ordering the organization and one of the teams, Sauber, not to advertise Stake. The reason was that the operator, one of the team’s main sponsors, does not hold a license in the Netherlands.
Also, KSA has established the Duty of Care Online department to further improve the supervision of online gambling platforms that must uphold strict player-protection standards.
Beyond enforcement, the KSA has proactively promoted responsible gambling and public awareness. Earlier this month, it introduced the Addiction Prevention Fund, which will support educational programs.
Other initiatives include funding a free one-year subscription to Gamban blocking software and raising awareness of the CRUKS self-exclusion register.
These efforts are yielding results. In April, KSA published a report on the positive effects of its responsible gambling measures, such as a decline in player losses.
The European Context
The Netherlands is not alone in banning gambling advertisements. Italy was one of the first countries to do so, and others like Belgium followed suit.
Bulgaria also banned most gambling advertisements last year. However, Bulgaria does not prohibit gambling ads during sporting events or sports sponsorships.
While Belgium has banned gambling sports sponsorships, clever loopholes have emerged. As KSA chair Groothuizen has previously pointed out, Belgian soccer clubs often go around the rules by promoting subsidiaries of gambling operators or driving fans to affiliate websites.
A similar scenario occurs in Italy, where the ban has been in place for about six years. However, the country might be taking a reverse course, as lawmakers are debating whether to lift the ban.
There have been workarounds, too, such as Spribe becoming the “Official Crash Game” of AC Milan.
