Dutch Gambling Ad Ban Now Fully Enforced as KSA Tightens Grip on Sports Sponsorship
Although the initial restrictions came into effect on 1 July 2023, a transitional arrangement had allowed certain long-term sponsorship deals—particularly within sport—to remain in place for an additional two years.
The Dutch gambling regulator, Kansspelautoriteit (KSA), has confirmed the full enforcement of its ban on untargeted gambling advertising, marking a new phase in the Netherlands’ ongoing effort to curb the visibility of gambling across public and sporting platforms.
Although the initial restrictions came into effect on 1 July 2023, a transitional arrangement had allowed certain long-term sponsorship deals—particularly within sport—to remain in place for an additional two years. This grace period recognised the commercial nature of existing contracts and offered operators time to adjust.
However, as of 1 July 2025, the regulator has made clear that the ban is now being applied without exception. In a recent update, the KSA confirmed that operators are no longer permitted to feature gambling branding in any public-facing capacity, including in sports partnerships that had previously been exempt.
“After the ban came into effect on 1 July, almost all public expressions have disappeared,” the KSA stated in its latest compliance report. The regulator also noted that it had issued clear warnings in advance of the deadline, particularly in relation to the continued presence of gambling branding in professional sport.
Since the full enforcement came into force, a small number of violations have already been identified, although the KSA described overall compliance levels as satisfactory. One example cited in the report involved the sale of merchandise via football club webshops that still featured gambling provider logos—a practice now prohibited under the revised rules.
The move reflects the regulator’s broader ambition to reduce the visibility of gambling in Dutch society and protect vulnerable groups, particularly young people, from overexposure to betting-related marketing.
As enforcement efforts continue, industry stakeholders are expected to maintain a high level of vigilance to avoid breaching the updated advertising code—particularly as the KSA signals a more assertive regulatory stance in the months ahead.
