The Dutch government has announced a package of measures which would tighten regulation of the country's online gambling sector. The country is concerned about rising participation rates and an increase in gambling addiction, particularly among young people.
The proposals, put forward by State Secretary for Justice and Security Van Bruggen, would introduce a comprehensive ban on online gambling advertising, prohibit promotional bonuses, impose stricter financial checks on players seeking higher deposit limits, and strengthen efforts to combat illegal gambling operators.
The government said the reforms are necessary because the number of people engaging in online gambling has increased substantially since the market was legalised, while the number of individuals developing gambling-related problems has also risen.
“I find it extremely concerning that more and more people, especially young people, have started gambling online and are getting into trouble as a result. It is high time to reverse this trend,” Van Bruggen said.
Complete Ban on Online Gambling Advertising
One of the most significant proposals is a complete prohibition on advertising for online gambling services. The measure would also outlaw promotional incentives such as free bets and sign-up bonuses offered to new customers.
The move follows previous efforts to restrict gambling marketing, including bans on the use of celebrities and role models in advertisements and tighter rules governing untargeted gambling promotions. However, officials insist that those measures have not been sufficient.
The government says online gambling ads are still quite prevalent, and in many cases are seen by individuals who are not actively looking to gamble and by younger audiences who may be over-exposed to these ads and promotions.
By introducing a full advertising ban, policymakers hope to reduce the recent normalisation of iGaming and limit its appeal to vulnerable groups.
New Deposit Limits and Affordability Checks
The government also plans to establish a centralised deposit limit system covering online gambling accounts.
Under the proposed model, players who seek to increase their spending limits would first be required to prove that they can afford the additional expenses. To enable this process, authorities are working on an affordability assessment that would evaluate a player's financial status before such a limit increase is authorised.
The assessment would consider factors such as whether a player is under guardianship or financial administration. They would also be checked for outstanding debts or payment arrears, and their overall financial situation.
Officials say the goal is to prevent gamblers from incurring losses that could lead to financial hardship or debt problems.
“With the proposed measures, I am taking an important step toward better protecting people from the negative effects of gambling, such as addiction and debt,” Van Bruggen added.
Strengthening the National Self-Exclusion System
Additional reforms are planned for CRUKS, the Netherlands' national gambling self-exclusion register, which allows individuals to voluntarily block themselves from participating in legal gambling activities.
The government also seeks to make voluntary registration available for an indefinite period without automatic removal from the system. This would make it easier for third parties, such as family members and legal guardians, to request registration on behalf of individuals who may be going through gambling-related harms.
Officials also want to improve cooperation between addiction support services and the CRUKS system, which would help individuals struggling with gambling problems to access professional assistance.
Tackling Illegal Gambling Sites
On top of changes for licensed casino operators, the country is also looking into stricter measures against illegal iGaming providers.
According to authorities, tens of thousands of unregulated gambling websites are currently accessible in the Netherlands. Unlike licensed Dutch casinos, these platforms are not subject to consumer protection requirements and do not provide support services for problem gambling.
The government argues that this significantly increases the risk of gambling-related harm and undermines efforts to create a safer regulated market.
Working together with the Dutch Gambling Authority, policymakers are exploring new enforcement tools, including the potential blocking of illegal gambling websites. The government is also considering clearer legal obligations for businesses that facilitate illegal gambling operations, such as payment service providers and hosting companies.
“Particular attention is being paid to young people and young adults because they are especially susceptible to the risks of gambling,” Van Bruggen concluded.
Legislative Process and Long-Term Strategy
The proposed measures will now be developed into formal legislation by the Ministry of Justice and Security.
At the same time, the government is launching “Multi-Year Agenda for Protection Against Gambling Harm,” which is a long-term strategy developed to reduce the social and economic consequences of problem gambling.
The initiative will focus on increasing public awareness of gambling risks, preventing the normalisation of gambling behaviour, improving early detection of gambling-related problems, expanding access to treatment and support services, and strengthening research into gambling harm.
Officials say the strategy will not only examine the effects of gambling on individual players but also its wider impact on families, communities, and society as a whole.
If passed, the reforms would represent one of the most significant overhauls of Dutch online gambling regulation since the market was legalised, which would signal a shift toward a more restrictive and public health-focused approach to gambling policy.
