Netherlands Gambling Advertising Ban Tops New Reform Package

The Dutch government has unveiled a sweeping gambling reform package, headlined by a ban on gambling advertising in the Netherlands. State Secretary of Justice and Security Claudia van Bruggen presented the plans as a way to protect people from gambling harm. The package also covers bonuses, deposit limits, and changes to the self-exclusion system. Together, these proposals mark one of the biggest regulatory shifts the Dutch gambling sector has faced in years.

Netherlands Gambling Advertising Ban Builds on Existing Rules

Gambling advertising has faced heavy restrictions in the Netherlands since 2023. A ban on untargeted ads and a ban on using role models both took effect that year. Despite these rules, the government says too many people still see gambling ads. Many of them are not even looking for it, especially young people.

The Netherlands opened its online gambling market to licensed operators in 2021, with the goal of channeling players away from unregulated sites. Since then, regulators have steadily tightened the rules around advertising, bonuses, and player protection. The Netherlands’ proposed ban on gambling advertising marks the clearest sign yet of that shift. It also reflects growing political pressure to address gambling-related harm among young adults.

Van Bruggen Calls for Urgent Action

Van Bruggen said she finds it particularly concerning that more people, especially young people, have started gambling online. Many of them run into trouble as a result, she added. She called the situation a trend the government needs to reverse quickly. The proposed ban would push gambling advertising almost entirely out of public view.

Bonus Ban Would Remove a Key Marketing Tool

The package also proposes a ban on bonuses such as free bets. Operators have relied heavily on these offers to attract new players. The government wants to remove that option from the market entirely. Together with the Netherlands’ proposed ban on gambling advertising, the bonus ban would close off two of the sector’s main marketing channels at once.

A Stricter, Overarching Deposit Limit

A new overarching deposit limit forms another central part of the proposals. Players would need to show they have enough financial capacity before they can raise their limit. The system would check for financial arrears and review a person’s wider financial situation.

The government wants to stop players from losing more money than they can afford. This builds on net deposit limits, which started in October 2024. Like the Netherlands’ ban on gambling advertising, the new deposit limit reflects a shift toward stricter financial oversight of players.

Cruks Self-Exclusion Register Faces an Overhaul

The Cruks self-exclusion register would also change under the proposals. Players could register for an indefinite period without automatic deregistration. That change would remove a limitation that currently ends an exclusion automatically after a set time.

The government also wants to make it easier for someone else to register a person with Cruks, for example a family member or administrator. Better coordination between care services and Cruks forms part of the plan too. The aim is to help people get the right support more quickly when they need it.

Government Targets the Illegal Gambling Market

The proposals also include extra measures against illegal gambling operators. The government wants to block illegal websites more effectively than current tools allow. It also plans to set clear legal standards for companies that facilitate illegal offerings, including payment providers and hosting companies. Officials hope the proposed ban on gambling advertising in the Netherlands, alongside these enforcement steps, will help keep players within the licensed market.

Proposals Move Toward Legislation

The full package will move through the normal legislative process before anything becomes binding. Lawmakers and stakeholders will get a chance to respond to the draft proposals as they progress. For now, the plans signal where Dutch gambling policy is heading next.

Industry Warns Wider Ban Could Backfire

Trade association VNLOK responded to the proposed ban on gambling advertising in the Netherlands, and to the wider reform package, with a mixed reaction. The group said vulnerable players need protection from the risks of online gambling. VNLOK backed plans to strengthen Cruks and expand the Gambling Authority’s tools against illegal providers. However, the association raised concerns about the wider advertising ban, the bonus ban, and the new deposit limit.

VNLOK warned that these measures could push more players toward unprotected platforms instead of licensed ones. That shift, the group said, would increase the risk of gambling harm rather than reduce it. The Netherlands’ proposed ban on gambling advertising, and the rest of the package, still split opinion within the industry, based on VNLOK’s response. VNLOK said it plans to study the proposals carefully before responding in more detail.

The Netherlands’ proposed ban on gambling advertising now heads toward formal legislation alongside the rest of the package. If lawmakers approve it, the Dutch market would become one of the strictest in Europe for gambling promotion and player protection. Operators and regulators across the region are likely to watch closely as the proposals move through parliament.