Dutch Government Proposes Gambling Ad Ban and License Limits

The Netherlands' newly formed minority coalition government has outlined proposals to implement a complete ban on gambling advertising and explore restrictions on the number of online gambling licenses. This move, part of broader reforms to the regulated iGaming market, aims to enhance player protection but raises concerns about market competition and black-market risks. The proposals come as the market approaches its fifth anniversary since the 2021 launch of the Remote Gambling Act (KOA), with many operators due for licence renewals in 2026.

Key Takeaways

• A total ban on gambling ads would align the Netherlands with stricter jurisdictions and remove sponsorships already phased out in 2025.
• Potential limits on online licenses could restrict new market entrants and affect growth for operators seeking to expand.
• Industry stakeholders warn that overly restrictive measures may drive players to unregulated offshore sites.

The Dutch coalition, comprising centrist D66, conservative Christian Democrats (CDA), and right-wing VVD parties, presented its plans following the October 2025 general election. The government intends to ban all forms of gambling advertising, building on the existing prohibition on sponsorships, which ended in summer 2025. Additionally, it is considering capping the number of available online licenses, a shift from the current open licensing framework under the Kansspelautoriteit (KSA).

Since the Remote Gambling Act took effect in October 2021, the Dutch market has grown significantly, attracting major operators with its regulated environment and high player protections. However, the market has faced criticism over advertising exposure and addiction risks, prompting ongoing regulatory scrutiny. The previous administration had committed to further reforms, including a new Gambling Act, though timelines have shifted.

These proposals could reshape market dynamics for new casino operators considering entry into or expansion in Europe. A license cap would limit opportunities for emerging brands and potentially consolidate power among existing licensees. The ad ban would eliminate a key acquisition channel, forcing operators to rely more on organic growth, SEO, and partnerships. Industry voices, including operators, have expressed concerns that such restrictions could inadvertently boost the unlicensed market, where player protections are weaker.

The new cabinet is expected to be sworn in soon, with reforms likely to progress through parliamentary processes. The KSA continues to oversee renewals, and while no blanket denials for past compliance issues have been confirmed, operators must maintain high standards to retain or secure licenses. This development underscores the ongoing tension between player protection and market openness in mature regulated jurisdictions.

For new casino ventures, the Netherlands remains a high-potential market due to its affluent player base and strong regulatory credibility, but prospective entrants should monitor these changes closely for impacts on launch timelines and compliance costs.

Sources: iGaming Business