The Dutch government is preparing a full ban on online gambling advertising and bonuses, setting up a likely clash with licensed operators. The plan is part of a wider package aimed at reducing gambling harm after online gambling participation rose following legalisation in 2021.
State Secretary for Legal Protection Claudia van Bruggen has put the measures forward as the cabinet looks to tighten the Remote Gambling Act. The package still needs to be turned into legislation before it can take effect.
Bonuses and ads face full ban
The proposal would stop licensed operators from advertising online gambling products. It would also ban bonuses, including free bets for new customers and loyalty rewards for existing players.
The Netherlands already has strict advertising limits. Untargeted gambling ads on television, radio, newspapers, billboards and public spaces have been banned since July 2023. Sponsorship has also been cut back in stages. Programme and event sponsorships were restricted first, while sports sponsorship by online gambling operators ended after a transition period in July 2025.
Government targets young players
The government says the current rules have not gone far enough to protect vulnerable groups. Young adults remain a central concern because they are more exposed to digital gambling offers and promotional content.
The proposed package also includes raising the minimum age for high-risk online gambling from 18 to 21. That would keep younger adults away from riskier products for at least three more years. Officials are also preparing a central deposit limit across licensed online gambling sites. Players who want to raise their limit would need to pass an affordability check before depositing more.
Cruks changes also planned
The government wants changes to Cruks, the national self-exclusion register. The register blocks self-excluded players from legal gambling operators in the Netherlands.
The planned reforms would allow people to exclude themselves for an indefinite period instead of being automatically removed after a set time. The government also wants to make it easier for family members, guardians or administrators to request exclusion for someone at risk.
Cruks applies only to licensed operators. It cannot stop offshore sites from targeting Dutch players or showing them gambling promotions online.
Industry fears black market impact
Licensed operators are likely to argue that a full advertising and bonus ban will make the legal market harder to find. That could give unlicensed gambling sites more room to attract Dutch players through search, social media and offshore payment channels.
The Kansspelautoriteit has already stepped up action against illegal gambling ads, including reports to major online platforms. A stricter legal market could increase pressure on enforcement if players move toward offshore operators.
