Netherlands Rolls Out Ban on Online Gambling Advertising

08:18
11 Aug

The Netherlands government has rolled out a ban on untargeted advertising for online gambling services, aiming to protect the vulnerable and those who are most at risk from gambling addiction.

---

Online Gambling Advertising Still Fine

From July 1, the ban took effect to reduce gambling addiction by restricting the promotion of gambling activities across various media channels, including television, radio, print, and public places such as billboards, bus shelters, cafes, and gaming venues. Luckily, online bonus websites such as Intikkertje are still fine.

The Dutch regulator, de Kansspelautoriteit (KSA), said:

“The KSA has indicated to providers that advertising on the games of chance interface of providers does not fall under the advertising ban, because this concerns a form of targeted advertising to visitors to the website. In addition, it is still not allowed to target bonuses at vulnerable groups, including young adult players.”

The ban also includes restrictive measures such as prohibiting language that encourages irresponsible play, requiring players to be informed about responsible play, and limiting the use of welcome bonuses is the industry standard method of attracting new customers.

The Dutch government committed to promoting responsible gambling practices and reducing the negative impacts of gambling addiction after a public outcry over the huge number of advertisements for online gambling.

Dutch gaming operators have raised concerns about the ban's potential negative impact on their revenue, but the Dutch government is still allowing advertising for online gambling in a properly targeted way.

IGamingBusiness reported:

“...the regulator is to allow so-called ‘targeted advertising’ via the internet, direct mail, on-demand TV, social media or via an online gambling platform to take place “under certain conditions. Permit holders have a “best efforts obligation” to take measures to ensure that vulnerable groups do not view the ads. KSA outlined that there will be a ‘result obligation’ to ensure that 95% of those reached must be 24 or older. The new regulations require operators to demonstrate that they are in compliance with this.”

The regulators are setting a target of 95% for these adverts to reach over 24-year-olds but admit that this will be almost impossible to police. They hope that the operators take the lead in showing responsibility to achieve this goal.

It doesn’t stop there, too. From July 1, 2024, sponsorship of events and TV programs will no longer be permitted. From July 1, 2025, it is expected that gambling operators won’t be able to sponsor sports team’s shirts.

The new legislation has proved to be popular across all political parties in the Netherlands. Michiel van Nispen of the Socialist Party told the media that he had been politically committed to this goal for a long time, stating that allowing irresponsible gambling to continue unchecked causes great harm to people and society in general.