Online Gambling Advertisements Prohibited without Targeting in the Netherlands, Starting July 1, According to Onlinecasino.amsterdam
The Dutch Ministry of Justice has published legislation banning untargeted advertising for online games of chance, effective July 1, 2023. This move is part of the reformed Remote Gambling Untargeted Advertising Decree ("Besluit orka") aimed at protecting vulnerable groups, particularly minors and young adults, from exposure to gambling advertisements.
From July 1, 2023, untargeted gambling advertisements will be banned from TV, radio, print media, billboards, and public transport hubs. This measure is intended to remove untargeted ads from public life and prevent operators with online gaming licenses and licenses for other games of chance from gaining an unfair advantage.
The ban also extends to gambling sponsorships in sports, including sponsorship of teams, leagues, athletes, shirt logos, banners, digital campaigns, merchandise, and any promotional materials. These sponsorships will no longer be allowed from July 1, 2025. This means gambling operators can no longer financially support sports clubs or have branding visible in sports contexts.
From July 2024, gambling sponsorship of media events like music festivals and TV programs will also be banned as part of the phased elimination of gambling promotion.
Individuals must be allowed to opt out of consuming gambling-related advertising, and operators must ensure and demonstrate that at least 95 percent of their adverts reach those over 24. Internet and targeted advertising will still be allowed under tight conditions, but the ads must actively prevent the ads from reaching those under the age of 24, individuals with a gambling addiction, and players who have self-excluded through CRUKS.
The Dutch Gambling Authority (Kansspelautoriteit, KSA) will enforce the ban, warning companies against circumventing the ban, including the use of underage role models in ads. The focus is on removing all forms of untargeted exposure, not only from traditional media but also from sports-related sponsorship and online promotional materials.
The ban on untargeted promotion of online games of chance is a response to public outrage about the increase in gambling and betting advertisements since October 2021, when online games of chance were legalized in the Netherlands. Consumers, legislators, and the gambling addiction community have expressed outrage and disapproval in response to the findings of the Dutch Gambling Authority regarding the engagement of young people (ages 18-24) in online gambling activities and the frequent exposure of children to gambling messages and sponsorships.
Since the legality of online gambling, nearly €200 million has been spent on online gambling advertising in the Netherlands. As of September 2022, 22 companies have secured operating licenses for online games of chance, leading to intense competition for market share. The ban on sponsorship agreements is in effect, but a transition period has been given. Current sponsor agreements signed before July 1 will stay in effect for a specified time.
In summary, the banned advertisements cover:
| Advertisement Type | Effective Date | Details | |--------------------------------------|------------------------|--------------------------------------------------------| | Gambling ads on TV, radio, print, public spaces | July 1, 2023 | Includes billboards and transport hubs; untargeted ads | | Gambling sponsorship of media events | July 1, 2024 | Sponsorships for music festivals, TV programs | | Gambling sponsorship in sports | July 1, 2025 | Sponsorships of teams, athletes, leagues, kit logos, banners, digital campaigns, merchandise, and online activations |
This ban effectively prohibits any untargeted gambling advertising in public and sports contexts to reduce gambling harm, especially among young and vulnerable populations.
- The Dutch Ministry's policy and legislation, aiming to protect vulnerable populations from exposure to gambling, extends to banning untargeted advertising for online games of chance in sports, media events, and general news, effective from July 1, 2023, 2024, and 2025, respectively.
- In line with gambling trends and general news, the ban on untargeted advertising for online games of chance in the Netherlands has been instated due to public outcry and concerns about minors and young adults' engagement in online gambling activities.
- Being subject to the scrutiny of politics and policy-and-legislation, gambling operators are now obligated to ensure that at least 95% of their advertisements reach individuals over 24, with internet and targeted advertising still allowed under strict conditions.
