Advertising Rules in the Netherlands
The Netherlands applies one of the strictest advertising frameworks in Europe for online gambling. Since the introduction of the Remote Gambling Act (KOA), operators must follow strict guidelines set by the Dutch Gambling Authority (Kansspelautoriteit – KSA). The aim is simple: protect vulnerable players and prevent excessive exposure to gambling promotions. Below is a clear overview of the rules that apply to licensed operators and affiliates targeting Dutch consumers.
All marketing must be accurate, transparent and not misleading. Ads may never target minors, young adults (18–24), or vulnerable groups. Operators must clearly state 18+ and include responsible-gambling messaging. Every marketing expression must comply with the KSA Advertising Code.
What Is No Longer Allowed
- No role models or celebrities in gambling ads.
- No personalised advertising for players aged 18–24.
- No untargeted advertising since July 2023 across TV, radio, print and outdoor.
- No sponsorship of sports teams or venues by gambling brands (ban enters fully into force July 2025).
- What Is Still Allowed
Strictly controlled digital advertising, including:
- Display banners (with verified age targeting)
- Search advertising
- Affiliated content and comparisons
- Direct marketing to registered players (under strict opt-in rules)
- Affiliate Requirements
Affiliates must:
- Never present gambling as a solution to personal, financial or emotional problems
- Avoid bonuses, claims or messages that could be seen as targeting vulnerable groups
- Ensure clear disclaimers, correct operator details, and 18+ warnings
- Only refer to licensed operators in the Netherlands
The Dutch model aims to strike a balance: a legal, safe and controlled market with strong consumer protection. The KSA actively monitors violations and has authority to impose significant fines.
