The Ksa tightens the screws on betting for the 2026 World Cup
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20 May 2026 •
Reading time: 3 minutes
With the 2026 FIFA World Cup approaching, the Kansspelautoriteit has announced that it will be stepping up its monitoring of the gambling market.
A World Cup already under scrutiny
The 2026 World Cup will not just be a major sporting event. For the Kansspelautoriteit, it will also represent a high-risk period for the gambling market. The Dutch authority announced a tightening of its supervision over the summer, particularly regarding advertising and sports betting linked to the tournament.
The Ksa reports having observed an increase in gambling during the 2022 World Cup and the 2024 European Championship. During a major tournament, public attention is focused on the matches. Discussions multiply, emotions run high, and results are commented on continuously. In this climate, sports betting can take on a more prominent role in the fans’ experience.
The Ksa aims to prevent abuses rather than discover them too late. Major international competitions traditionally attract more punters. They also create a very favourable commercial environment for gambling companies, which may be tempted to step up their advertising campaigns or expand their betting offerings. But the popularity of a sporting event does not change the rules. On the contrary, according to the authority’s reasoning, it makes compliance with them even more important. The more visible betting becomes, the greater the risk for vulnerable players.
Non-targeted advertising: a firm reminder to operators
One of the key points in the letter sent to licence holders concerns the ban on non-targeted advertising. The Kansspelautoriteit emphasises this rule, as overly broad campaigns can reach audiences who should be protected from such solicitations. Gambling advertising is not merely a commercial tool. It can influence behaviour, particularly when it reaches young or vulnerable people.
Sports sponsorship is also affected. The Kansspelautoriteit highlights the ban on sports sponsorship in its reminder to operators. The association between sport and gambling can increase the public’s exposure to betting incentives, particularly during a competition as widely followed as the World Cup.
Not all sports betting is permitted
The increased monitoring will not be limited to advertising. The Kansspelautoriteit also points out that not all forms of online sports betting are permitted in the Netherlands. For example, it is not permitted to bet on a yellow card or the first corner of a match. These examples are important because they show that the regulations do not apply solely to the final result of a match.
Betting on specific events within a match can increase the number of opportunities to gamble. It makes the experience more fragmented, faster-paced and potentially riskier for some punters. By reiterating these limits, the Ksa aims to prevent operators from offering products that do not comply with the regulations.
Immediate sanctions in the event of non-compliance
In the event of a breach, enforcement measures will be taken immediately. This firm stance also applies to illegal providers. The Ksa states that it will be particularly vigilant regarding unauthorised offers and advertising for such offers. Here too, sanctions will be imposed immediately in the event of a violation.
Illegal operators pose a particular risk during major sporting events. They may capitalise on the increased interest in betting to attract players to platforms that do not meet protection requirements. The Kansspelautoriteit aims to prevent this dynamic.
A sensitive commercial period for the sector
The 2026 World Cup represents a significant opportunity for gambling companies. Major sporting events can attract new players and boost activity on betting platforms. This is precisely what makes this period a sensitive one in the eyes of the Kansspelautoriteit.
The legal gambling market is based on a delicate balance: allowing a regulated offering whilst protecting players. During the World Cup, this balance can be undermined by the intensity of demand and competition between providers. This is why the Ksa has decided to step up its presence.