Netherlands to ban all broadcast ads from 1 January

The Dutch government has announced details of its ban on “untargeted” gambling ads, with broadcast advertisements banned from the start of next year, while sponsorship will no longer be permitted from the start of 2025.


The Ministry of Legal Protection announced more detailed plans for what the “untargeted” advertising that had long been promised amid pressure from legislators would mean in practice, ahead of a consultation on the legislation itself.

Under the ban, operators may not advertise on television, radio or in public spaces whether indoors or outdoors, from 1 January 2023.

From 1 January 2024, sponsorship of television programmes and events will be prohibited.

Sponsorship of sports shirts and venues, meanwhile, will be banned from 1 January 2025.

“The phasing will give the sports sector the opportunity to find alternative sponsors,” the ministry said. “De Kansspelautoriteit will soon monitor compliance with the new rules and will be able to intervene immediately in case of violation.

“This can be done, for example, in the form of a warning. If a provider does not respond, a fine may also follow.”

Minister for legal protection, Franc Weerwind, said that he understood that ads can be a way to channel players towards legal offerings, but that a ban was still necessary for player protection reasons.

“Today we have taken an important step towards further curbing gambling advertisements,” he said. “Advertising is a means of directing people to the legal offer, but the importance of addiction prevention is more important.

“With this I want to protect vulnerable groups such as young people in particular.”

Online and direct marketing will still be permitted, “but the rules will be further tightened so that vulnerable groups are not confronted with the advertisements”, the government said.