The Dutch government’s proposed near-total ban on online gambling advertising is drawing strong criticism from legal experts and industry representatives, who argue the move could unintentionally strengthen illegal operators instead of improving consumer protection. The proposal forms part of a wider gambling reform package aimed at reducing gambling-related harm, particularly among young people.
Announced in June by State Secretary for Legal Protection Claudia van Bruggen, the reforms would prohibit almost all online gambling advertising while also banning sign-up bonuses such as free bets, introducing a nationwide cross-operator deposit limit, strengthening the CRUKS self-exclusion register, and expanding enforcement against illegal gambling platforms. The measures build on previous restrictions, including the ban on celebrity endorsements, the prohibition of untargeted gambling advertising in 2023, and the end of sports sponsorship deals in 2025.
However, critics believe the government has shifted its regulatory focus away from channelisation — encouraging players to use licensed operators — towards reducing overall gambling exposure. They warn this strategy comes at a time when the regulated market is already under pressure.
According to data cited by industry observers, the Dutch Gambling Authority (KSA) estimated that licensed operators accounted for only around 49% of gross gaming revenue in early 2025, while trade associations estimate illegal gambling now represents roughly a quarter of the country’s gambling activity. Industry groups also point to the recent increase in the gambling tax rate to 37.8% of gross gaming revenue as another factor driving players toward unlicensed sites.
Gaming lawyer Justin Franssen argued there is no evidence that a complete advertising ban will achieve its intended objectives. Instead, he said licensed operators would lose their ability to inform consumers about regulated, safer alternatives, while illegal operators — already responsible for the overwhelming majority of gambling advertisements seen on social media — would continue advertising with limited restrictions.
Concerns over illegal marketing have intensified in recent months. Research commissioned by Dutch industry association VNLOK found more than 15,000 illegal gambling advertisements on Meta platforms during March 2026 alone, reaching an estimated 37.9 million Dutch users. The KSA has also been filing thousands of complaints with Meta over unlawful gambling promotions, highlighting the scale of the enforcement challenge.
Experts also point to international experience. Denmark opted against a complete advertising ban, choosing tighter restrictions instead, yet its licensed market has still seen channelisation decline as unlicensed operators continue advertising online. In Italy, where a near-total gambling advertising ban has been in place since 2018, industry experts argue illegal gambling has continued to flourish while licensed operators have struggled to maintain visibility, suggesting advertising prohibitions alone have had little impact on steering consumers toward regulated platforms.