Netherlands Weighs Further Gambling Restrictions as Ad Ban Proposal Returns

The Dutch gambling market could be facing another major regulatory shake-up, with the government considering a package of measures that would further tighten controls on licensed operators and strengthen consumer protections.

Among the proposals outlined by Justice and Security State Secretary Claudia van Bruggen are a complete ban on online gambling advertising, the removal of bonuses and promotions, stricter deposit limits, enhanced affordability checks and greater powers to tackle illegal operators.

The plans come as Dutch policymakers continue to express concerns about gambling-related harm, particularly among younger adults, despite a series of restrictions introduced since the market opened.

Stronger player protection measures

Supporters of the proposals argue that removing advertising and promotional incentives could help reduce harmful gambling behaviour and limit exposure among vulnerable consumers.

The government is also reviewing its self-exclusion framework. Under the proposed changes, voluntary self-exclusions would remain active until a player chooses to end them, rather than automatically expiring at the end of a selected period.

Another notable proposal would allow family members to request self-exclusion measures on behalf of a loved one.

Greater focus on the black market

One of the most significant changes under consideration would give regulators the power to block unlicensed gambling websites directly.

Illegal gambling remains a growing concern across Europe, and Dutch authorities believe stronger enforcement tools could help steer consumers towards regulated operators.

The proposals will now be developed into draft legislation before being debated by lawmakers.

Concerns over over-regulation

The Netherlands already operates one of Europe's strictest gambling regimes, having previously banned untargeted gambling advertising, restricted sports sponsorships and limited the use of personalities who may appeal to younger audiences.

While the latest proposals are aimed at reducing gambling harm, critics argue that further restrictions—particularly a blanket advertising ban—could make it harder for licensed operators to compete with offshore sites.

Those concerns have been amplified by recent gambling tax increases, which have already placed additional pressure on the regulated sector.

The bigger question

The Dutch government's latest proposals highlight a challenge facing regulators across Europe: how to strengthen consumer protection without weakening the regulated market.

As the plans move towards the legislative stage, the debate is likely to focus on whether tougher restrictions can reduce gambling harm while still maintaining a competitive and attractive legal market.

More Dutch iGaming News: 

1. KSA: Underage Gambling Largely Confined to Unlicensed Sites
2. NOGA Welcomes Plans for Revised Dutch Gambling Bill