The Netherlands Gambling Authority, Kansspelautoriteit, is looking into tackling the promotion of illegal gambling offers across the Dutch media landscape.
The authority has recently started a focused outreach to online publishers and news outlets, which has now turned into a full-scale effort to curb the entire advertising ecosystem. Its objective is to intervene with all participants, starting from editorial publications to the backroom marketing firms that provide them with content.
The promotion of unlicensed online casinos, particularly those that do not adhere to the Dutch self-exclusion system known as CRUKS (Centraal Register Uitsluiting Kansspelen), is the main cause of this crackdown. If individuals realise that their behaviour is out of their control, they can utilise the system and exclude themselves from gambling platforms.
Complaints Continue
Still, the gambling regulator gets tonnes of complaints about the gaming ads and articles that try to attract Dutch consumers to online casinos. They also avoid registering for the self-exclusion system, even after the existence of CRUKS.
The authorities now consider these types of promotions as not only unlawful but also intentionally detrimental, especially to those who have sought treatment for gambling addiction.
“It is not only unethical, but it is dangerous to advertise to people who are trying to quit gambling. These advertisements undercut Cruks' mission and have the potential to reverse the gains people have made in controlling their addictions,” read the authority's statement.
A Different Approach
Previously, the gambling watchdog relied on a more educational and advisory approach. It used to send information letters to media outlets and publishers. Hence warning them about the potential risks and legal implications of airing unregulated gambling ads. However, the constant breach of the advertising rules will require a stronger enforcement and stance.
In the new phase, marketing and affiliate agencies that provide the paid promotional content will also be held accountable as well as publishers. The Kingdom of Saudi Arabia has declared its intention to report infractions to national regulatory organisations like the Advertising Code Foundation (SRC) and the Authority for Consumers and Markets (ACM), as well as to begin formal investigations into these agencies.
Meanwhile, the authority is engaging with industry associations for news media and digital publishers, encouraging them to inform their members about the legal boundaries surrounding gambling advertising.
“We are taking a chain-wide view. Everyone involved — writers, publishers, affiliates, and agencies — needs to understand the rules and the consequences of breaking them,” the KSA added.
Recent High-Profile Cases Suggest Regulatory Pressure
This stepped-up enforcement comes after the gambling controller took a number of high-profile actions in the first half of 2025. One of these is the ongoing legal dispute concerning Casinoscout.nl, a popular website for comparing and reviewing casinos that changed its promotion from legal to illegal after an ownership change earlier this year.
Casinoscout.nl was initially known for promoting licensed operators. However, a new entity purchased the website in early 2025 and started to market unregulated casinos which are not included in CRUKS. After that, KSA issued a former warning and penalty against three companies that are associated with the platform: SBM Holding Group, Sun Block Media Labs 2.0 Ltd, and JEF Holdings Ltd.
If the illegal promotion persisted, the warning included a financial penalty of €75,000 per week for each company, with a maximum of €225,000.
When the businesses did not reply, the regulator took enforcement further and worked with the Dutch Foundation for Internet Domain Registration (SIDN) to take down the website. Though the owners attempted to avoid jurisdiction by geoblocking Dutch visitors, illegal ads resurfaced shortly afterwards, prompting the regulator to permanently shut down the website.
Further investigation into the matter revealed that the same company was also running another website, besteonlinecasinonederland.com, which was also promoting illegal iGaming sites. This confirmed that the group was behind a network of illicit betting promotions in the country.
Licensed Operators Also Under Scrutiny
Even though unlicensed platforms have received a lot of attention lately, the KSA is also holding licensed casinos responsible for adhering to stringent betting regulations.
Meanwhile, in a similar case, the regulator determined that the licensed bookmakers, ZEbetting and Betca, offered illegal sports betting options on the outcome of individual sets of tennis matches. Under current laws, this form of gambling is not allowed in the legal Dutch market, as it can incentivise match-fixing and the manipulation of sporting events.
The agency immediately ordered the two operators to suspend these activities and to ensure that their platforms are in compliance with the gambling standards. Both companies admitted their mistake, reported to have fixed their systems, and promised to take the needed steps to avoid such incidents in the future.
Nevertheless, the gaming regulator highlighted that even unintentional breaches must be reported diligently and corrected as soon as possible by operators.
“Preventing match-fixing and maintaining the integrity of sports is a cornerstone of our regulatory framework. Operators must monitor their offerings rigorously and take responsibility for any lapse, intentional or not,” stressed the KSA.
Broader Implications for the Gambling Sector
KSA’s actions and strategy follow the example of other European regulators who are starting to adopt chain accountability models. With these systems, responsibility is shared among all participants in the industry, including content creators, advertisers, and media publishers.
Under its new approach, the Dutch regulator will target both the supply and demand of illegal gambling promotions and ads. Its efforts suggest that compliance is no longer optional, even for those who are not direct participants in the gambling sector.
In the meantime, legal experts predict that the changes can impact the industry, especially affiliate marketers who operate in the grey zone.
Meanwhile, the authority's increased undertakings have not gone unnoticed. Its recent protection efforts, particularly for vulnerable demographics, have been acknowledged by support groups for responsible gambling and addiction prevention.
“This is a long-overdue but very welcome shift. The ecosystem of gambling promotion is complex, but that can no longer be an excuse for inaction. KSA’s new approach gives us hope that systemic change is finally on the horizon,” said a representative of a local support group.
