Netherlands motion for complete advertising ban submitted

While these measures aim to protect players, they could push some Dutch gamblers toward non-Dutch platforms, which often have fewer restrictions. Most licensed Dutch casinos and betting sites are fully mobile-optimized or offer dedicated apps, ensuring a smooth gaming experience across devices. Members of the gambling industry argue that a total ban on online advertising would have adverse effects. Should this motion be brought into law, even the best Dutch online casinos, presented at iGaming.com, won’t be allowed to advertise online.

As revealed by Casino Nieuws, Dilan Yesilgöz, the Netherlands’ minister of justice and security, assured Weerwind was taking steps to introduce overarching playing limits. It said even the staggered increase, which saw the tax rise to 34.2% in January ahead of a further hike next year, had caused a major impact on the operator. “There are hundreds of thousands of problem and at-risk players, of which only a few dozen are registered involuntarily in CRUKS,” the KSA’s submission said. The full-day session saw presentations made by the regulator Kansspelautoriteit (KSA), monopoly operator Holland Casino, addiction care network Verslavingskunde Nederland and various other trade bodies and operators.

Not the only successful motion

The “one player account‟ rule, combined with the lack of a B2B licensing regime, makes life difficult for white-label providers that would ordinarily obtain a licence and offer turnkey solutions to numerous parties. As described in 4.9 Application Fees, the exploitation licence for slot machines is subject to an annual gambling levy of EUR136 per player seat. Practice shows that the scope of the reliability test is broader than most applicants expect. In itself, this broad scope need not be a barrier to an applicant’s chances of success. Nevertheless, during the process of preparing a licence application, it can take some time to identify every person and entity that is considered relevant by the NGA (and then collect the necessary information).

Based on this research, I opt for the introduction of a coordinating deposit limit with a financial capacity test (Measure 6).This will include a central functionality where players’ playing limits are recorded and tracked. A carrying capacity test will then be built in when players wish to play above a limit. The contours of umbrella playing limits have been worked out and are outlined in more detail in the annex to this letter. Further overarching measures are only to be considered at the point when the foregoing are found to be insufficiently effective.

That said, however, it remains to be seen whether the new cabinet – with the new State Secretary for Legal Protection responsible for the gambling dossier – will actually implement the motions. In July 2023, the updated Advertising Code for Online Games of Chance (“ROK”) was published. The ROK forms part of a self-regulatory system for advertising and applies to remote gambling licensees by virtue of their advertising in the Netherlands. The ROK contains advertising restrictions, which are additional to those found in Dutch gambling legislation, such as an explicit cap on the amount of a welcome bonus. In terms of enforcement, the powers of the Ksa will be expanded to be able to take better action against illegal providers.

How does the industry respond? Surprisingly positively

In addition, the number of at-risk and problem players is also increasing, especially among minors and young adults. While some adjustments have been made since legalisation to better protect online players of games of chance, such as the ban on untargeted advertising and place wager rules around gaming limits, more is needed. It determines who gets licensed, how they operate, and whether they remain compliant.

1 AML Legislation

Below are some ways you can comply with this law, as well as examples of how customers using the consentmanager CMP have changed their online privacy practices to stay ahead of the curve. As we have been following this law since it was first announced, we have prepared a number of options for our existing customers, as shown in the examples below. “Firstly, that imposed measures are actually effective in keeping the number of problem players as small as possible,” Lodders explained.

These impending restrictions include the ban on event sponsorship, implemented in July 2024, and an upcoming ban on sports sponsorship in July 2025. As noted in 3.5 Key Offences, the scope of the ban on promoting games of chance was expanded following the entry into force of the amended BGA. Currently, the NGA is able to use its enforcement capabilities against PSPs and other intermediaries. Furthermore, advertising activities may not be targeted at vulnerable groups of persons (eg, minors, young adults and persons suffering from gambling addiction).

Netherlands motion for complete gambling advertising ban submitted

Gambling has always been a popular pastime, but what does the Dutch government do to ensure fair play and protect its citizens? If you enjoy online gaming or are simply curious about the legal landscape, here’s what you need to know. Online gambling only became legal in October 2021, following the passing of the Gambling Act, which included new provisions for online gambling advertising. While the Dutch government keeps no official statistics for the number of gambling addicts in the Netherlands, the gambling addiction clinic Hervitas has reported a 50% increase in referrals in the last 18 months. A study by Ipsos suggested that the number of gambling addicts may not be increasing, but the amount of debt accrued by addicts has increased, suggesting an increase in the severity of gambling addiction society-wide. In September 2024, the first signs emerged of a potential shift in the NGA’s enforcement approach towards B2B games providers, and, possibly, other B2B service providers servicing locally unlicensed operators.

Help with gambling problems

Neither the regulatory regime nor the NGA provide explicit guidance on the use of white labels. However, the requirements that are in place provide some information on whether white-label solutions can or cannot be offered under the Dutch gambling regime. Ultimately, licence holders remain responsible for advertising activities performed by affiliates. Licence holders are permitted to operate multiple brands and/or domain names under one licence. At the same time, this option is somewhat restrictive given the obligation that the licence holder can only have a single player account per person, per licence. The reliability test includes relevant legal and natural persons, such as shareholders, directors, subsidiaries and entities that are ancillary to the applicant.

The NGA requires applicants to upload (company) policies on various topics and other relevant documentation in the Application Portal. Modules covered in the Application Portal include “Reliability”, “AML & Match fixing”, “Financial stability”, “Addiction prevention”, “Advertising”, “Internal monitoring” and “Game system”. The NGA is the responsible authority tasked with enforcement of the BGA, and the issuing of licences that enable the exploitation of games of chance in the Netherlands.

Across Europe, gambling legislation has become a balancing act between consumer safety and market growth. In countries like the UK, ongoing reforms focus on affordability checks and digital limits. In Germany, a tightly restricted system has sparked debate about whether overregulation simply pushes players to unlicensed platforms. The Dutch market has seen a significant increase in both demand and participation since the Gambling Act came into force. Platforms such as online casino BetCity.nl have quickly become central to the conversation, offering a legal and regulated space for betting fans in the country. For many, the transition from offshore operators to domestic, licensed platforms has been a welcome change; it adds trust and transparency to a market once viewed with skepticism.

The policy proposals are expected before the end of 2024, but a specific timeline for the legislative process in relation to those proposals is not yet known. Following the amended BGA’s entry into force, the scope of the prohibition on promoting games of chance has been expanded to include the facilitation of such unlicensed offers. The expanded scope thus applies to providers of intermediary services, alongside those advertising unlicensed offers.

The permitted remote gambling services outlined in 2.1 Online fall into one of the above categories. The Dutch Customs and Tax Administration (Belastingdienst) is the authority responsible for imposing and collecting taxes (including gambling tax) on behalf of the Dutch state. The relevant licence application form can be found on the NGA’s website, which must be submitted (in Dutch) along with accompanying supporting documentation. The NGA will have eight weeks to reach a decision, but this period will be suspended as and when a letter is issued seeking clarification of information provided or additional information.