New Dutch Coalition Signals Tougher Gambling Policy With Ad Ban Plans

The Netherlands’ newly formed coalition government has outlined plans to significantly tighten the country’s gambling framework, including a complete ban on online gambling advertising and a possible reduction in the number of licensed operators.

In a coalition agreement published on 30 January, the three-party alliance adopted a firm stance on gambling, placing it alongside sex work as a legal activity viewed as vulnerable to criminal exploitation and human trafficking.

“Online gambling and sex work are legal in the Netherlands, but they are also susceptible to crime and human trafficking,” the agreement stated.
“We want to protect vulnerable people in these sectors from profiteers. We are strengthening the duty of care of online gambling providers, cracking down on illegal gambling sites, and introducing a complete advertising ban on online gambling. We are exploring limiting the number of licenses for online gambling sites.”

Political Reset After Months of Uncertainty

The coalition brings together the centrist D66, the conservative Christian Democratic Appeal, and the right-wing People's Party for Freedom and Democracy following October’s general election. No party secured a majority, triggering months of negotiations after the collapse of the previous administration.

A new cabinet is expected to be sworn in later this month, ending a prolonged period of regulatory uncertainty. Gambling reform had stalled after the former government fell apart amid disagreements on asylum policy, leaving plans for a revised Gambling Act unresolved.

Regulator–Government Tensions Persist

Speaking earlier this year, Kansspelautoriteit chair Michel Groothuizen acknowledged that relations between the regulator and policymakers have historically been strained, regardless of which parties are in power.

“The industry is not too welcomed by most political parties,” he said, adding that regulatory proposals are often viewed as “too pragmatic.” Groothuizen has previously pushed back against calls for extreme measures such as a higher legal gambling age and a blanket advertising ban.

He also warned that the minority status of the new coalition could complicate the passage of legislation, noting it is the Netherlands’ first minority government in more than a century.

Industry Warns of Black-Market Risk

Trade body VNLOK has cautioned that a total advertising ban could undermine the country’s regulated market model.

VNLOK chair Björn Fuchs said such a move would conflict with a system “deliberately designed around an open, regulated market with strict requirements for duty of care, advertising and oversight.”

The warning comes as data from the Kansspelautoriteit suggests illegal gambling activity is already expanding. In October, the regulator reported that black-market revenue exceeded legal market revenue during the first half of 2025. Legal online gambling GGR fell to €600m in H1 2025, down from €697m six months earlier, partly due to new consumer protection measures such as deposit limits.

Advertising and Licensing Already Under Pressure

The Netherlands has progressively tightened gambling advertising rules in recent years. Since mid-2023, TV, radio and print ads have been prohibited, while online advertising has been restricted to prevent exposure to under-24s. Gambling sponsorships were fully phased out in 2025.

Licensing is also entering a critical phase. Five years on from the launch of the regulated iGaming market, operators must now renew their licences to remain active. While speculation emerged last year that non-compliant operators could be excluded, the regulator later confirmed that licence renewals would focus on remediation and learning rather than automatic rejection.

As the new coalition prepares to take office, the direction of Dutch gambling policy appears set for another shift — one that could reshape the balance between regulation, consumer protection, and market sustainability.