Dutch newspapers: advertising illegal games
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25 Mar 2025 •
Reading time: 4 minutes The Dutch authorities, via the Ksa, have warned newspapers about the illegal promotion of unauthorised gambling sites. Following an in-depth investigation, several media outlets have been singled out for carrying advertisements or links to unregistered platforms, putting gamblers at risk. The authority is calling on the media to comply with local regulations and avoid promoting these sites, thereby strengthening efforts to protect consumers vulnerable to illegal gambling.
The online gambling market is constantly expanding, but with this growth comes a major problem: the promotion of unauthorised sites. In March 2025, Kansspelautoriteit (Ksa), the Dutch gambling regulator, stepped up its efforts to stamp out illegal advertising, targeting the national media in particular. After a six-month investigation, the authority revealed that several publications were involved, voluntarily or otherwise, in promoting unlicensed platforms.
Large-scale illegal promotion
In the course of its investigation, the Ksa contacted 42 newspaper and magazine editorial offices, ordering them to remove any advertisements or links leading to unregulated gambling sites. This action followed the discovery that a number of operators who were not on the Cruks register, the self-exclusion system for players in the Netherlands, were being promoted by the media. The extent of this unauthorised promotion goes far beyond simple paid advertisements. It includes editorial mentions, hidden links and even indirect recommendations.
Illegal gambling represents an obvious danger for players, as it offers no protection against problematic behaviour, such as gambling addiction.
The Ksa warns, ‘Illegal providers do not have a licence and do not protect players against problematic gambling or gambling addiction.’
The fear is that people exposed to such advertising may sign up to platforms without realising that they are not protected by local regulations.
The media under pressure: increasing responsibility
One of Ksa’s key messages to the media was that publishing unauthorised gambling content is not without consequences. Online gambling is strictly regulated in the Netherlands, and the media must play a leading role in preventing the risks associated with these unlicensed platforms. But are the media sufficiently aware of the risks they run by accepting such advertising?
The regulator also stressed that newspapers must comply with stricter standards to avoid future breaches. Guidelines have been provided to help them better understand what is acceptable in promoting gambling. These measures are designed to ensure that publishers comply with advertising and consumer protection regulations.
Legislative developments to regulate gambling
The Ksa’s position comes against a backdrop of legislative reforms on gambling currently underway in the Netherlands. At a recent parliamentary round table, discussions were held on updating Dutch gambling legislation. The Ksa’s proposals include a risk-based advertising model, in which additional restrictions would be applied to high-risk gambling products.
In addition, the Ksa has expressed concerns about the Cruks system, arguing that it does not protect vulnerable players effectively enough. One of the changes being considered would be to extend the exclusion period for those registered involuntarily, in order to reduce the risk of gambling addiction. Pressure is also mounting on unlicensed operators, who continue to circumvent the rules without suffering any direct consequences.
A necessary crackdown on the growth of illegal operators
As pressure mounts to further regulate online gambling, questions are being raised about the effectiveness of the Dutch authorities in enforcing the law. In addition to controlling the media, the Dutch government may need to step up enforcement against illegal operators. If the latter are indeed responsible for numerous breaches of the rules on responsible gambling, what sanctions should be put in place to deter their activity?
The Dutch authorities could adopt stricter measures to limit the distribution of illegal advertising and thus protect players, particularly those most vulnerable to gambling addiction. But the challenge is also to convince the media of their crucial role in this regulation.
Unauthorised gambling sites continue to proliferate, taking advantage of gamblers’ ignorance or indifference. However, the crackdown appears to be intensifying, and the Ksa has stated that it will continue to monitor media practices closely. In future, if these operators do not comply with local regulations, they could find their ability to operate in the country restricted, with potentially dramatic consequences for their business.