Netherlands May Go Further With Gambling Ad Restrictions
The Netherlands may introduce even tougher gambling advertising rules as officials question whether the current system does enough to protect vulnerable players.
The debate is focused partly on Cruks, the country’s self-exclusion register. The tool can block self-excluded players from gambling on licensed platforms, but it does not work like a full advertising shield. Operators can’t simply check every ad recipient or potential viewer through Cruks before sending promotions or running campaigns.
That creates a gap. A player may be blocked from using legal gambling sites, but still see gambling ads online. The problem becomes even harder with offshore operators, since Cruks only applies to the regulated Dutch market. Unlicensed platforms can still reach users with ads and remain accessible outside the local system.
The Netherlands has already taken one of the strictest approaches to gambling advertising in Europe. Since the online market opened in 2021, the country has gradually reduced what operators are allowed to promote. Untargeted ads on TV, radio, newspapers, billboards and public spaces were banned in 2023. The rules later expanded to sponsorships linked to events, programmes, sports teams, jerseys, competitions and venues.
Targeted advertising is still allowed, but only under strict conditions. Now officials are considering whether those remaining channels should be limited further.
Licensed operators oppose a full advertising ban. They argue that legal brands need to remain visible so players can tell the difference between regulated platforms and offshore sites. If licensed operators disappear from advertising, illegal casinos could get more room to attract Dutch players.
No final decision has been made yet, but the direction is clear: the Netherlands is moving toward even tighter control over gambling promotion.
