New Dutch coalition seeks to ban gambling ads and limit licences
Summary
The Netherlands’ new three-party minority coalition published an agreement (30 January) proposing a full ban on online gambling advertising, tougher duty-of-care requirements for operators, a crackdown on illegal sites and an exploration of limiting the number of online licences. The coalition — D66, Christian Democrats and the VVD — frames gambling alongside sex work as sectors vulnerable to crime and trafficking and says it wants to better protect vulnerable people.
The proposal arrives amid strained relations between policymakers and the Dutch regulator Kansspelautoriteit (KSA). KSA chair Michel Groothuizen has warned the minority government may struggle to secure backing for major measures. Industry body VNLOK says a total ad ban risks driving players to the black market; KSA data shows illegal-market revenue grew in 2025 and legal GGR for H1 2025 fell to €600m from €697m in the previous period.
Key Points
- The coalition plans a complete ban on online gambling advertising and stronger operator duty of care.
- It will step up action against illegal gambling sites and is exploring limits on the number of licences.
- The coalition is a minority government (D66, Christian Democrats, VVD), which may affect the passage of measures.
- KSA warns of political friction with regulators; VNLOK cautions that an ad ban could push players to the black market.
- Legal market GGR in H1 2025 was €600m (down from €697m); licence renewals are due this year and KSA has signalled a pragmatic reapplication process.
Context and relevance
This is a significant development for operators, affiliates and regulators in the Dutch market. A full advertising ban and potential licence caps would reshape marketing strategies, player acquisition and compliance obligations for any business active in the Netherlands.
It also sits within a wider regulatory trajectory: advertising restrictions were tightened in 2023, sponsorships ended in 2025, and the KSA has been actively pursuing illegal operators while monitoring player-protection measures such as deposit limits. The proposals should be watched closely by anyone with commercial or legal exposure to the Dutch iGaming market.
Why should I read this?
Simple — if you do business in the Netherlands (or target Dutch players) this could change the rules of the game. The coalition wants to cut ads and curb licences; that will hit marketing, revenue and compliance plans. Read it now so you can rethink strategy before the rules land.