KSA puts Dutch operators on notice for World Cup
Table of contents
- The KSA has written to licence-holders and said it will take immediate action if it observes non-compliance during the 2026 World Cup.
- The regulator reiterated the untargeted advertising ban, effective 1 July 2023, and the sports sponsorship ban, effective 1 July 2025, alongside restrictions on certain in-play micro-bet markets.
- KSA chairman Michel Groothuizen cited observed gambling increases during the 2022 World Cup and Euro 2024 as the basis for heightened pre-tournament scrutiny.
The Kansspelautoriteit (KSA) has issued a formal warning to licence-holders ahead of the 2026 FIFA World Cup, restating existing advertising restrictions and pledging immediate enforcement against any operator found in breach.
In a letter sent to domestic operators on Tuesday, the KSA reiterated existing prohibitions and made clear that the intensity of the tournament period does not alter compliance obligations. The authority confirmed it would respond immediately to any breach it observes.
Advertising and product rules
The KSA restated the ban on untargeted gambling advertising, effective 1 July 2023, and the ban on sports sponsorship arrangements, effective 1 July 2025. Both form part of a phased restriction on gambling promotion under reforms to the Remote Gambling Act.
The letter also reminded operators that certain in-play micro-bet markets are not permitted under Dutch law. The KSA specifically cited bets on which player will receive the first yellow card and which team will take the first corner as prohibited market types.
A peer-reviewed study published earlier this month, examining 277 gambling adverts placed by licensed Dutch operators on Meta platforms, found that 11.2% targeted users aged 18 to 23, breaching the requirement to reach only audiences aged 24 and above.
Although the findings were independent research, not a KSA enforcement action, they underline the compliance challenges operators face heading into a high-volume betting period.
Tournament risk warning
Michel Groothuizen, chairman of the KSA, set out the rationale for the timing of the letter directly.
Groothuizen, chairman of the KSA, said:
“We saw at the 2022 World Cup and 2024 European Championship that gambling increased. This makes it attractive for companies to attract new players during that period. While I understand this, I strongly urge providers to remain mindful of the protection of young adults and other vulnerable groups, and to adhere to the applicable rules. If we observe that this is not happening, we will take immediate action.”
The KSA said it would also take prompt action against illegal operators and those promoting unlicensed services. The regulator added that the campaign will include raising awareness among young people about the risks of sports betting.
The KSA’s enforcement against unlicensed operators has intensified considerably this year. In March, the regulator issued a record €24,846,000 penalty against Novatech for operating illegally in the Dutch market, the largest fine it has ever imposed.
In April, the authority submitted more than 4,600 reports to Meta regarding illicit gambling advertisements on Facebook and Instagram, a figure the KSA disclosed directly.
The illegal market’s share of Dutch online gambling revenue has grown sharply. According to KSA monitoring data, channelisation to licensed operators has fallen to the point where illegal operators account for close to half of total online gambling revenue in the Netherlands.
Legislative backdrop
The World Cup warning arrives as the Dutch regulatory environment undergoes significant change. The current coalition government has published plans to impose a full ban on gambling advertising.
Claudia van Bruggen, State Secretary for Legal Protection and Prison Services, leads the legislative overhaul of the Remote Gambling Act and has described the existing advertising framework as insufficient.
The first cohort of five-year licences, granted when the regulated market launched in October 2021, are due to expire in September 2026. Operators face growing compliance obligations, and the regulator has made clear that the upcoming licence renewal cycle will factor in each operator’s enforcement history.
With the tournament running from 11 June to 19 July across the United States, Canada, and Mexico, Dutch licence-holders have limited time to confirm their marketing operations are fully aligned with existing rules.
For operators with significant sports betting exposure, the KSA’s posture ahead of the World Cup signals that enforcement, not dialogue, will define the supervisory approach during the tournament window.
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