Experts Warn Dutch Gambling Ad Ban Could Aid Illegal Market
Netherlands.- 29 July 2026 www.zonadeazar.com A proposal to introduce a near-total ban on online gambling advertising in the Netherlands has drawn strong criticism from legal specialists and industry representatives, who warn that the measure could increase the visibility and economic strength of illegal operators.
The Dutch government presented a package in June that would also end sign-up bonuses, establish an overarching deposit limit across all operators, strengthen the CRUKS self-exclusion register and introduce additional measures against unlicensed gambling.
News Details
The proposal forms part of a gradual tightening process that has already prohibited the use of public figures in gambling advertising, banned untargeted advertising from July 2023 and ended sports sponsorship from July 2025.
The policy objective has shifted from directing existing players towards regulated operators to prioritising the prevention of gambling-related harm. However, specialists argue that completely restricting licensed companies’ communications could prevent consumers from distinguishing between legal and illegal platforms.
The Dutch regulator has acknowledged that the legal market’s share of gross gaming revenue fell to approximately 49% during the first half of 2025. Licensed operators have also linked declining channelisation to the gambling tax, currently set at 37.8% of GGR, and the advertising restrictions already in place.
Industry Context
Trade association VNLOK identified more than 70,000 gambling advertisements on Meta platforms during the final quarter of 2025. More than 95% originated from unlicensed operators, while fewer than 5% were removed.
The association estimates that the illegal Dutch market now exceeds EUR 1 billion annually, making it comparable in size to the regulated sector. Experts argue that a blanket ban would primarily affect businesses complying with the law, while illegal platforms continued advertising through social media and search engines.
Developments in other markets have also been cited as warnings. Denmark’s channelisation rate declined from 90% to 70% during 2025 amid tighter restrictions. Italy, which has maintained a near-total advertising ban since 2018, is estimated to have an illegal gambling market worth EUR 22 billion.
Statements
Justin Franssen, partner at gaming law firm Franssen Tolboom, said there was no evidence that a complete advertising ban would achieve the intended results and noted that the regulator had also expressed concerns about the initiative.
Franssen argued that the policy would hand the entire advertising stage to illegal operators while preventing licensed companies from informing consumers that a regulated and protected alternative was available.
Outgoing Spillebranchen Director Morten Rønde said restrictions reduced the visibility of licensed operators but did not prevent unauthorised platforms from continuing to advertise.
Quirino Mancini, partner at WH Partners Italy, described the Italian approach as excessively restrictive and said it had produced only a minimal improvement in channelisation towards licensed operators.
Next Steps or Impact
A complete advertising ban would require primary legislation, meaning approval and implementation could take two years or longer.
During that period, the government will need to define the permitted exceptions and demonstrate that the regulator’s expanded powers can effectively restrict the advertising, payments and accessibility of illegal platforms.
The debate may also support more targeted and measurable interventions. Deposit controls introduced in 2024 reduced the proportion of players exceeding their monthly allowance from 9.7% to 2.2%, while average monthly losses fell by 31%, from EUR 116 to EUR 80.
Edited by: @_fonta
