Netherlands proposes gambling advertising ban with deposit limits and affordability checks

The Netherlands is preparing a major overhaul of its regulated online gambling market through proposed legislation that would ban gambling advertising and bonuses while introducing centralized deposit limits, affordability checks and new enforcement powers against illegal operators.

The measures were announced June 12 by Justice and Security State Secretary Claudia van Bruggen, who cited rising gambling participation and increasing addiction levels since legal online wagering was introduced in the country.

The Dutch regulated online gambling market opened on October 1, 2021. Government ministers said young adults continue to face growing exposure to gambling-related debt and addiction.

Licensed operators face new restrictions

Under the proposal, licensed operators would no longer be permitted to advertise online gambling products or offer inducements to players. The restrictions would include free bets offered when customers open accounts.

The Netherlands already prohibits the use of role models in gambling advertisements. Untargeted advertising for remote gambling has also been banned since July 2023.

Officials concluded those measures had not sufficiently reduced public exposure to gambling promotions, noting that young people continue to encounter substantial amounts of gambling advertising.

The proposed reforms would require legislation before taking effect.

Deposit controls across licensed platforms

The government also plans to introduce an overarching deposit limit covering gambling activity across all licensed online platforms.

Players seeking higher limits would first be required to undergo an affordability assessment.

According to officials, the assessment could examine payment arrears, personal finances and whether an individual is under guardianship or financial administration. The stated objective is to prevent unaffordable losses.

Officials are also studying whether limits should be placed on the number of licenses available in the Dutch market.

Changes planned for the Cruks register

The reform package includes amendments to Cruks, the national gambling exclusion register.

Under the proposals, voluntary exclusions could remain open-ended rather than ending automatically after a defined period.

Relatives and financial administrators would gain a simpler route to request another person's registration. The government also plans to create closer links between Cruks and treatment services.

Enforcement proposals target illegal gambling activity

Authorities are also seeking additional tools to address unlicensed gambling operations.

Among the measures under consideration is the blocking of illegal gambling websites. New statutory obligations could also apply to payment providers, hosting companies and other parties supporting unlicensed operators.

Van Bruggen said the proposals will be developed through a bill and a longer-term program focused on gambling harm.

European markets continue regulatory changes

The Dutch proposal follows regulatory developments in other European jurisdictions.

Great Britain introduced maximum online slot stakes last year, setting limits at £5 ($6.70) for players aged 25 or older and £2 ($2.68) for younger adults.

British regulations taking effect in January 2026 also prohibit mixed-product promotions and cap bonus wagering requirements at 10 times the bonus amount.

Belgium raised the minimum gambling age to 21 in September 2024, applying a common threshold to betting and casino gambling.

Italy previously implemented a wide-ranging gambling advertising prohibition through its 2018 Dignity Decree. The measure covers direct and indirect promotion across television, print, websites and social media. The policy remains the subject of debate.

Ireland has moved toward a national licensing system under its Gambling Regulation Act 2024, with initial provisions taking effect in February 2026.

Those measures include credit-card restrictions, player-set monetary limits and enforcement powers against unlicensed operators. Ireland's regulator is scheduled to begin licensing remote operators in July.