Netherlands

Heavily restrictedKansspelautoriteit (KSA)verified 2026-10-28Current · 100%

Since 1 July 2023 licensed online operators may not advertise on broadcast television or radio, in newspapers, magazines or other print, or anywhere visible in public places or publicly accessible buildings. Online and on-demand advertising is allowed only if the operator lets people opt out of its ads, takes the best available measures to keep them away from people under 24, people showing risky play and self-excluded players, and can show that at least 95% of the people reached were 24 or older. Online operators may not use athletes, influencers or other role models at all. On 12 June 2026 the cabinet announced a ban on online gambling advertising, bonuses included, with exceptions limited to the operator's own website and results for explicit searches; it expects to consult on the bill in 2027.

Defining rule

Ban on untargeted advertising since 1 July 2023; online ads only if at least 95% of the audience reached is 24 or older; role models banned; a full online ad and bonus ban announced on 12 June 2026

Key facts

StatusHeavily restricted

RegulatorKansspelautoriteit (KSA)

Required RG message'Wat kost gokken jou? Stop op tijd. 18+' (What does gambling cost you? Stop in time. 18+)

Untargeted ad banIn force since 1 July 2023 (Besluit ongerichte reclame kansspelen op afstand)No ads on broadcast TV or radio, in print, in public places or in publicly accessible buildings (Besluit werving, reclame en verslavingspreventie kansspelen, art. 2ab)

Online adsAllowed only with an opt-out, the best available safeguards and at least 95% of the audience aged 24+Ads may not target under-24s, people showing risky play or self-excluded players; KSA guidance of 18 March 2026 explains the conditions, including for third-party platforms

Role modelsBanned outright for online gambling adsAthletes, influencers, streamers and other public figures; lotteries may use role models aged 25+ without substantial reach among minors or young adults (Regeling werving, reclame en verslavingspreventie kansspelen, art. 4)

Sponsorship phase-outContracts signed before 1 July 2023 could run until 1 July 2024 (programmes, events) and 1 July 2025 (sport)Transitional rule in the 2023 decree; new sponsorship counts as untargeted advertising

Mandatory slogan'Wat kost gokken jou? Stop op tijd. 18+'Required in every ad since 1 April 2022 (Gambling Act, art. 4a(3)(a)); every ad must also show the minimum age and point to a page with the information the law requires, including the risks of addiction and where to get help

Planned banOnline gambling advertising and bonuses, announced 12 June 2026Exceptions limited to the operator's own website and results for explicit searches; consultation on the bill expected in 2027

Sources

Kansspelautoriteit — Verbod op ongerichte reclame voor kansspelen op afstand in werking getreden (July 2023)kansspelautoriteit.nl

Besluit werving, reclame en verslavingspreventie kansspelen, art. 2ab — wetten.overheid.nlwetten.overheid.nl

Besluit ongerichte reclame kansspelen op afstand (sponsorship transition, art. II) — wetten.overheid.nlwetten.overheid.nl

Regeling werving, reclame en verslavingspreventie kansspelen (art. 3 information duties, art. 4 role models) — wetten.overheid.nlwetten.overheid.nl

Wet op de kansspelen, art. 4a (warning text in every ad) — wetten.overheid.nlwetten.overheid.nl

Kansspelautoriteit — Strenge regels voor de inzet van rolmodellenkansspelautoriteit.nl

Kansspelautoriteit — Nieuwe waarschuwingszin kansspelenkansspelautoriteit.nl

Tweede Kamer — Kamerstuk 24557 nr. 179 (30 November 2021; warning text deadline 1 April 2022)zoek.officielebekendmakingen.nl

Kansspelautoriteit — Nieuwe leidraad over verbod op ongerichte reclame (18 March 2026)kansspelautoriteit.nl

Kansspelautoriteit — Leidraad verbod op ongerichte reclame voor online kansspelen (PDF)kansspelautoriteit.nl

Tweede Kamer — Kamerstuk 24557 nr. 282, letter on the revision of the Remote Gambling Act (12 June 2026)zoek.officielebekendmakingen.nl

Rijksoverheid — Kabinet scherpt beleid online kansspelen flink aan (12 June 2026)rijksoverheid.nl

Not legal advice. Gambling-advertising law changes quickly and penalties can be severe — confirm the current position in Netherlands with the regulator and qualified counsel before running anything.

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