“Gambling watchdog takes action” – new rules for gambling advertising are becoming stricter
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22 Mar 2026 •
Reading time: 2 minutes
The rules are being tightened once again. The Netherlands Kansspelautoriteit is introducing new guidelines that explain exactly what is and isn’t permitted in online gambling advertising. The message is clear: providers must be more vigilant and avoid risks, particularly when it comes to vulnerable players.
New guidelines aim to remove ambiguity
The Kansspelautoriteit has observed that providers are still struggling with the rules surrounding non-targeted advertising. That is why comprehensive guidelines are now being introduced, featuring concrete explanations and examples.
Since the ban on untargeted advertising, online providers have only been allowed to advertise under strict conditions. In practice, this has led to questions. When is advertising still permitted? And through which channels?
The new guidelines provide answers to these questions. They clarify how providers should deal with external platforms and third parties involved in marketing.
Advertising must not reach vulnerable groups
The core principle remains unchanged. Advertising for online gambling must not affect vulnerable individuals. This means that providers may sometimes have to refrain from using certain channels altogether if they are unsure of who they are reaching.
In addition, players must be given a genuine choice to opt out of advertising. This must not be a mere formality. Providers must also be able to demonstrate that they are complying with the rules, using measurement data and clear documentation.
The Kansspelautoriteit is thus raising the bar. It is not just intention that counts, but also proof that the rules are being followed.
Belgium was already ahead with strict policies
What is now being further tightened in the Netherlands has long been the norm in Belgium. There, the rules on gambling advertising have already been significantly tightened and the scope for marketing is much more limited.
The Dutch move is part of a broader trend. Governments want to gain more control over online gambling and reduce the impact of advertising. Especially now that the market is growing, the pressure to better protect vulnerable groups is also increasing.
With the new guidelines, the Kansspelautoriteit aims to provide clarity whilst remaining strict. For providers, this means less room for doubt and greater responsibility in every form of advertising.