Dutch cabinet targets gambling ads and bonuses
Table of contents
- The Dutch cabinet has proposed a comprehensive ban on online gambling advertising, covering targeted digital and social media campaigns.
- All player bonuses are set to be prohibited under the proposals, including free bets offered at account creation.
- A new overarching deposit limit system with an affordability test is being developed to prevent players from wagering beyond their means.
The Dutch government has put forward a sweeping package of online gambling restrictions, including a near-total advertising ban, a prohibition on bonuses, and tighter deposit controls.
State Secretary for Justice and Security Claudia van Bruggen announced the proposals on 12 June 2026, citing a sharp rise in gambling addiction since the market was liberalised in 2021, particularly among young people. The measures must still be developed into legislation before they take effect.
Advertising and bonuses
The cabinet intends to introduce a ban on advertising for online gambling. Offering bonuses will also be prohibited, including free bets at the point of account creation.
The announcement follows a series of earlier restrictions. From 1 July 2023, the Orka Decree prohibited untargeted gambling advertising across TV, radio, print, and public spaces. From 1 January 2024, operators were barred from sponsoring television programmes and events. A full ban on sports sponsorship, including Eredivisie shirt deals, took effect on 1 July 2025.
Despite those steps, too many people continued to encounter gambling advertising, including those who were not seeking it out and, in particular, large numbers of young people.
Claudia van Bruggen, State Secretary for Justice and Security, said:
“I find it particularly concerning that more and more people, and especially young people, have started gambling online and are getting into trouble as a result. It is high time to reverse this trend.”
Van Bruggen added:
“With the proposed measures, I am taking an important step to better protect people against the negative effects of gambling, such as addiction and debt. Special attention is being paid to young people and young adults because they are particularly vulnerable to the risks of gambling.”
Deposit limits and Cruks
The cabinet is developing an overarching deposit limit for online gambling. Players wishing to increase their limit will first need to demonstrate sufficient financial capacity.
The affordability test will examine whether a player is under guardianship or financial oversight, and whether they have outstanding payment arrears, before any limit increase is permitted. A testing mechanism is currently being developed.
The government is also moving to strengthen the Cruks self-exclusion register. It intends to make voluntary indefinite registration possible without automatic deregistration, and to make it easier for third parties such as family members or administrators to register someone else. Better coordination between care services and Cruks is also planned, so that people receive appropriate help more quickly.
Illegal market
The proposals arrive as the unlicensed sector expands. The KSA’s own monitoring data shows the legal market’s share of gross gaming revenue approaching 49%, with the black market accounting for a growing proportion of total Dutch gambling activity.
The cabinet acknowledges that tens of thousands of illegal gambling sites are currently active in the Netherlands. It is working with the Kansspelautoriteit (KSA) on additional tools to tackle illegal operators, including blocking unlawful websites and establishing clear legal standards for parties that facilitate illegal activity, such as payment service providers and hosting companies.
A recent KSA enforcement action against operator 711 illustrated the regulator’s tightening stance, with a €886,000 fine issued for inadequate duty of care.
Van Bruggen will also work on a Multi-Year Agenda for Protection against Gambling Damage, addressing awareness-raising, the normalisation of gambling, early detection of harm, and improved access to support. The cabinet is additionally researching whether to limit the number of online gambling licences.
For licensed operators, the package represents a fundamental challenge. A blanket advertising ban and bonus prohibition will remove core acquisition methods, and tighter deposit controls add further friction to the player journey.
The central tension remains whether restricting the legal market pushes consumers toward unlicensed alternatives, a question the government will need to resolve as the KSA and operators await the final shape of the bill.
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