In the Netherlands, the gambling regulatory authority is today sounding the alarm over what it considers to be ambiguous lottery marketing practices, which may have led thousands of consumers to sign up for subscriptions without fully realising it.
Lotteries in the Netherlands: a market under close surveillance
Since December 2025, the Kansspelautoriteit (Ksa), the regulatory authority for games of chance in the Netherlands, has been engaged in a series of discussions with several lottery operators. This initiative was prompted by a growing number of complaints from consumers who felt they had been misled when subscribing to lottery subscriptions.
The aim? To decipher the commercial practices of these companies and ensure that they respect the law and the rights of players. More broadly, this initiative is part of a strategy to tighten control of the gambling market, aimed at protecting consumers and ensuring clear and honest communication.
Marketing campaigns that raise questions
What exactly are the complaints? Ksa has received numerous reports of consumers thinking they were receiving a free prize or supporting a charity, only to discover later that they had in fact signed up for a paid subscription.
These campaigns – often carried out by telephone, in public places or door-to-door – led some participants to believe that they were not committing themselves to anything. In the end, the initial confusion was compounded by direct debits and unexpected contractual constraints.
Commitments made, but not enough
During the discussions, several suppliers acknowledged the problems raised and claimed to have made changes to their commercial procedures. Some claim to have revised their advertising messages to better explain the nature of subscriptions, clarify costs and the commitments made to consumers. The authority stresses that some market players still need to rethink their communication strategies.
Beyond these discussions, the Ksa’s approach is in line with a strict legal framework, which requires gambling operators to provide exhaustive and honest information to participants in their products. This includes the obligation to clearly state the subscription terms and conditions, the costs incurred and the cancellation conditions.
The regulator is not content just to talk: it is also monitoring developments in practices. A new audit is planned for early 2026 to check whether the changes announced have actually been implemented and whether they are bringing concrete improvements for consumers.
In the event of persistent non-compliance, the Ksa could go further and adopt coercive measures, including financial penalties or business restrictions for offenders.
Towards a more transparent and ethical gaming market
The case of the lotteries and their recruitment methods highlights the essential role of regulators in a market where commercial performance must be balanced with the protection of consumer rights. While some companies have already begun the process of improvement, the Ksa is keeping a watchful eye to ensure that these changes are not just promises.
This debate, far from being an isolated one, reflects a worldwide evolution in gambling supervision practices, where integrity, clarity and respect for consumers are becoming criteria as important as the sector’s economic growth.