A minority coalition government in the Netherlands has made the fight against the risks associated with gambling a central priority of its programme. In a 67-page document published at the end of January, the executive announced a series of radical measures, including a general ban on all gambling advertising and possible restrictions on the number of licences granted to online operators.
Unprecedented coalition sets course for tougher measures
In the Netherlands, political instability resulted in the collapse of the previous government led by Dick Schoof, forcing the parties to forge a delicate alliance to govern. This coalition brings together three parties: the centrist D66 party, the Christian Democrats and the People’s Party for Freedom and Democracy (VVD). It is this combination that, on 30 January, published a programmatic agreement containing a particularly firm vision on the issue of gambling.
The document equates two seemingly different sectors, online gambling and sex work, pointing out that both are legal but susceptible to crime and human trafficking. The coalition has thus justified its desire to protect vulnerable people from profiteers. The thrust of the plan is clear: a complete ban on online gambling advertising, a strengthening of operators’ duty of care and an intensified fight against illegal sites. The possibility of capping or reducing the number of licences available is also mentioned as a way of controlling access to the market more strictly.
A regulatory environment that was already strict, but is now being called into question
In the Netherlands, regulating online gambling is nothing new. The regulatory authority, Kansspelautoriteit (KSA), has been supervising the granting of licences and the application of player protection rules for several years. These already include strict advertising restrictions and the monitoring of practices likely to lead to addiction or abuse.
As of 2023, non-targeted advertising was banned in the traditional media, and a transition to the elimination of sports sponsorship had been initiated. The complete elimination of these forms of advertising, including in the public space, has been phased in, in particular with the ban on sponsoring sports clubs or events.
However, the new proposal goes further than these developments: rather than regulating advertising, it envisages eliminating it altogether for legal operators, which some observers consider disproportionate.
The trade association VNLOK, which groups licensed online gaming operators, has strongly criticised the idea of a total ban on advertising. Björn Fuchs, president of VNLOK, described the plan as unreasonable and ineffective. In his view, banning legal operators from being visible in the public space will not solve the problem of illegal advertising, which remains omnipresent and unregulated.
These concerns are backed up by recent figures suggesting that the black market in online gambling could already overtake the legal market in terms of revenue, particularly in the first half of 2025. This reversal is partly attributed to stricter protection rules, such as the introduction of limits on player deposits, which have reduced the turnover of legal operators.
Regulators and politicians: a relationship under strain
The position of the Dutch regulator reflects a certain concern about these political ambitions. Michel Groothuizen, chairman of the Kansspelautoriteit, recently explained that the relationship between regulators and politicians is often difficult, whatever the government in power. In his view, certain proposals often go beyond what pragmatic regulation of gambling markets can achieve.
During an exchange with the sector’s press at the beginning of January, Groothuizen recalled that several ideas put forward by politicians, such as raising the minimum age for gambling or a total ban on advertising, had been discussed but not agreed upon by the technical authorities. He also pointed out that the current coalition is the first minority coalition in the Netherlands for more than a century, which could make any reform particularly tricky to get through parliament.
For Groothuizen, however, it is essential to maintain an open dialogue between the political authorities and the regulator to ensure that the measures taken are effective and realistic in the face of the risks they purport to address.
A market at a turning point
The Dutch coalition has clearly chosen to place the fight against the risks of online gambling at the centre of its political roadmap. By envisaging not only a complete ban on advertising but also a review of the licensing regime, it is opening up a potentially major page in the regulation of gambling in a country that has long been seen as a model of balanced regulation in Europe.
It remains to be seen how Parliament will react to these proposals, as some parties may consider the measures too ambitious or technically difficult to implement. If the coalition succeeds in pushing through these reforms, the online gambling landscape in the Netherlands could change radically, with far-reaching consequences for operators, players and the fight against the illegal market.