The Ksa is cracking down on gambling advertisements in commercial newspapers

Glen

• 18 Jul 2025 • Reading time: 2 minutes

The Kansspelautoriteit (Ksa) has taken a decisive step: not only is it now identifying advertisements for illegal gambling in newspapers and magazines, but it is also imposing stiff penalties, including financial penalties. Until now, its intervention had been limited mainly to raising awareness and providing advice.

A radical offensive

Faced with a growing flow of reports, the Ksa has taken a step forward. Advertisements for unlicensed operators, often subtly worded or disguised, have proliferated in recent months. These ads are often presented as “sponsored” articles or game tests, confusing readers.

According to Reformatorisch Dagblad, several mainstream media are being singled out for publishing this content without verifying its origin or official authorisation. In the eyes of the authorities, this is a particularly dangerous strategy, sometimes targeting vulnerable groups such as people on Cruks. The Cruks system allows players to ban themselves from official platforms, physical or online casinos, but does not extend to illegal foreign operators. As a result, registered players may be encouraged to start afresh with these prohibited offers. 

Stricter regulations

For the past two years, non-targeted advertising for online gambling has been banned in the Netherlands. There is a total ban on advertising in newspapers, magazines, on television and on the radio. Only targeted advertising formats, such as on social networks, are tolerated, provided they scrupulously respect the protection of vulnerable audiences.

However, the Ksa has now decided to enforce these regulations firmly. It is now threatening to impose fines on media or communications agencies that publish advertising content without a licence.

In figures, a worrying picture

According to data published on 15 July 2025, the Ksa regularly receives reports of hidden advertising. The spike in returns has given the authority cause for concern:

• Dozens of notifications per week, a significant proportion of which concern readers registered with Cruks;
• Several confirmed cases of magazines or newspapers illustrating illegal games in editorial formats.

These findings have prompted the Ksa to take a tougher stance, stating that it wants to strike at the very source of opaque marketing.

The Ksa is not limiting itself to punishment. It is sending out a clear message to editorial offices and communications agencies:

1. Scrupulously check the origin of “sponsored” gambling content.
2. Make sure that the operators mentioned hold a valid licence issued in the Netherlands.
3. Refrain completely from targeting protected categories, such as minors or Cruks registrants.

To put it plainly, the onus is on the media to police themselves or face severe penalties. And agencies that sell inserts to foreign sites may also be penalised.