The Netherlands Gambling Authority (KSA) is continuing its crackdown on gambling-related sponsorships across sporting organisations across the country.
Legislation came into effect on 1 July 2025 which prohibited operators from sponsoring athletes, teams, sporting attire or competitions.
After the ban came into effect, the KSA wrote to all licensed operators in the country reminding them of their responsibilities.
The regulator attested it has found “no significant violations by licence holders after the ban was implemented”.
However, the KSA has noted that on certain occasions where international sporting teams with gambling sponsors have played in the Netherlands, the regulations haven’t been adhered to.
One such example was the September 2025 UEFA Champions League fixture between Ajax and Inter Milan, who are sponsored by Swedish operator Betsson via the Betsson.sport infotainment platform.
A similar situation happened in the Europa League game between Go Ahead Eagles and German side Stuttgart in November, during which a banner for an unlicensed operator was visible.
The regulator did note that branding for the operator itself wasn’t visible in the stadium nor on the Dutch TV broadcast, and that any virtual billboards containing gambling sponsors were replaced with alternative ads.
The KSA said that it once again reminded clubs and associations of responsibilities when it came to international productions.
A KSA statement read: “The Netherlands Gambling Authority has intensified its collaboration with sports associations and clubs to combat illegal gambling advertising.
“Since the implementation of the ban on untargeted advertising, the KSA has been monitoring advertising by gambling companies more closely. To combat illegal advertising in sports, the KSA is working more closely with sports organisations.
“The KSA will continue to consult with sports associations and clubs in the coming period and actively monitor compliance with the ban on untargeted advertising by gambling providers.
“Enforcement action will be taken where necessary. With this approach, the KSA contributes to a sports environment free of advertising for illegal gambling services.”
The KSA has subsequently instructed operators cease offering a “Share your bet” feature on any sports betting platforms.
“Share your bet” allows players to broadcast their bets with other people via social media and messaging apps including WhatsApp, Facebook and email.
According to the KSA, the feature constitutes a form of advertising and recruitment, whereby operators are able to promote their products through the players using them.
The KSA added: “According to the Decree on Recruitment, Advertising, and Addiction Prevention in Gambling, providers must ensure that advertising does not reach vulnerable groups, such as minors, young adults, and people with gambling problems.
“Because players with the “Share Your Bet” feature decide who to send their bet to, providers have no control over who receives the shared messages.
“This means that gambling providers cannot guarantee that vulnerable groups will not unintentionally encounter gambling advertising. Therefore, offering features like “Share Your Bet” is not permitted.”
The regulator’s comments come after the Netherlands’ new coalition government laid out plans to introduce a complete ban on online gambling advertising in the country.
The proposals would also look to limit the number of licences available for online gambling operators in the Netherlands.
The proposal read: “Online gambling and sex work are legal in the Netherlands, but they are also susceptible to crime and human trafficking. We want to protect vulnerable people in these sectors from profiteers.
“We are strengthening the duty of care of online gambling providers, cracking down on illegal gambling sites, and introducing a complete advertising ban on online gambling. We are exploring limiting the number of licences for online gambling sites.”
The proposals formed part of the coalition government’s plans through to 2030. The Dutch trade body, VNLOK, has slammed the suggestion.
Chair Björn Fuchs said: “Dutch gambling policy is deliberately designed around an open, regulated market with strict requirements for duty of care, advertising and oversight.
“This system only works if the legal, safe offering remains visible to players. A total ban on advertising undermines precisely that principle.
“In practice, public outrage over gambling advertisements is primarily focused on a tsunami of illegal ads. It’s unreasonable and ineffective to then only prohibit legal providers from being visible.”
A blanket advertising ban has previously been considered in the Netherlands, although concrete legislation has yet to have been introduced.
Hard Rock Casino NL CEO Cristiano Blanco has previously warned that such a ban would reduce levels of channelisation in the country.
The post Dutch regulator steps up gambling sponsorship crackdown amid ad ban proposal first appeared on EGR Intel.
KSA confirms ongoing collaboration with the country’s sporting organisations after government sets out plans for a blanket online advertising ban for the industry
The post Dutch regulator steps up gambling sponsorship crackdown amid ad ban proposal first appeared on EGR Intel.