The Dutch government is preparing a major overhaul of its gambling regulations, including plans for a near-total ban on online gambling advertising as part of a broader strategy aimed at reducing gambling-related harm.
State Secretary Claudia van Bruggen unveiled the proposed measures within a new multi-year agenda focused on consumer protection and responsible gambling. The initiative comes amid growing concerns about the number of people, particularly younger adults, who have taken up online gambling since the market was regulated in 2021.
Among the most significant proposals is a near-complete prohibition on online gambling advertising. Authorities are also considering a ban on bonuses and promotional offers used by operators to attract customers, further tightening marketing restrictions across the regulated sector.
The government argues that stronger safeguards are necessary to combat addiction, financial difficulties and other gambling-related harms. Young adults have been identified as a particularly vulnerable group, prompting policymakers to place additional emphasis on measures designed to limit exposure and reduce participation among younger players.
Alongside advertising restrictions, the Netherlands is examining stricter affordability controls. A nationwide deposit limit for online gambling is under consideration, while players seeking higher limits could be required to prove they have sufficient financial resources. Proposed checks may include reviews of income levels, outstanding debts, payment arrears and whether an individual is under financial administration or guardianship.
The strategy also includes tougher action against illegal gambling operators. Officials are exploring ways to disrupt the infrastructure supporting unlicensed gambling websites, potentially involving payment providers and hosting services in enforcement efforts.
The proposals are expected to spark debate within the gambling industry. Critics have warned that further restrictions on licensed operators could make it harder for consumers to distinguish regulated services from black-market alternatives, especially as Dutch regulators continue to battle unlicensed gambling activity.
A draft bill is currently being prepared and will be submitted for further political discussion. If approved, the reforms would represent one of the strictest responsible gambling frameworks in Europe and significantly reshape the Dutch online gambling market.