Dutch iGaming Industry Warns Ad Ban Could Boost Illegal Gambling 04 February 2026

Dutch Betting Industry Warns iGaming Ad Ban Could Backfire — Driving Players to Illegal Sites

The Netherlands’ regulated iGaming market is facing a critical crossroads. What was intended as a player protection strategy — banning widespread gambling advertising — is now raising major concerns among licensed operators. They warn that the move could backfire and push Dutch players toward unregulated online gambling sites.

Why the Advertising Ban Is Happening

Dutch lawmakers and regulators have steadily tightened gambling advertising rules over the past few years. Since July 2023, untargeted ads — including on television, radio, outdoor billboards, and other public spaces — have been prohibited under Dutch law. The goal was to reduce impulsive gambling and protect vulnerable groups from exposure to marketing they might not be able to opt out of.

In 2025, the final phase of the ban eliminated sponsorships tied to sports teams and other high-visibility channels entirely. Licensed operators are now limited to very narrow, targeted digital ads that meet strict age-gating and compliance criteria.

Industry Fears: Legal Providers Losing Visibility

Licensed operators, represented by trade body VNLOK, argue that the advertising ban undermines the regulated market’s ability to remain visible to consumers. VNLOK Chairman Björn Fuchs explained that visible, compliant brands are crucial for steering players toward safe and legal gambling options. Without that exposure, Dutch players may find illegal alternatives more easily — especially offshore sites that are not bound by Dutch ad rules.

According to industry data cited by VNLOK, unlicensed operators already dominate digital advertising spaces: in late 2025, 97 % of gambling-related ads on Meta platforms in the Netherlands came from illegal operators.

Unintended Consequences: Illegal Operators Filling the Gap

With legal advertisements restricted or disappearing entirely, unregulated gambling sites are stepping into the void. Recent analysis from multiple sources suggests that illegal sites are aggressively targeting Dutch players on social media and search engines, often using loopholes or minimal enforcement from global ad platforms.

Industry groups have reported millions of impressions for illegal gambling ads on Meta alone, with enforcement by platforms significantly lagging behind the scale of the problem.

This dynamic creates a paradox: while government policies aim to protect consumers, players may be exposed to riskier sites lacking responsible gaming safeguards — the very scenario regulators sought to avoid.

Regulator Response and Future Outlook

The Dutch gambling regulator, Kansspelautoriteit (KSA), continues to enforce advertising rules and has taken steps to collaborate with sports organizations and internet platforms to tighten compliance. But many in the industry believe enforcement efforts and current laws aren’t enough to outpace illegal marketing campaigns targeting Dutch players.

Debate is now emerging within Dutch political circles about whether the advertising restrictions should be refined to ensure legal operators remain competitive and visible — without sacrificing consumer protections.

What This Means for Players and Affiliates

For players, the key takeaway is to remain cautious — unregulated gambling sites often promise high bonuses and anonymity but lack responsible gaming tools, transparent terms, and legal protections. For affiliates, this development highlights the importance of promoting licensed, compliant operators and educating audiences about the risks associated with illegal platforms.

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Author: Sara G. - Last reviewed: 4 February 2026