Dutch Coalition Signals Tougher Gambling Policy With Proposed Ad Ban and Licence Limits

The policy direction was detailed in a coalition agreement published on January 30, in which the three-party government adopted a firm stance on gambling, placing it alongside sex work as a legal activity considered vulnerable to criminal exploitation. According to the document, online gambling and sex work are both seen as sectors at risk of crime and human trafficking, prompting a renewed focus on consumer protection and enforcement.

Under the agreement, the coalition pledged to strengthen the duty of care obligations for licensed online gambling operators, intensify action against illegal gambling platforms, and introduce a full advertising ban covering online gambling. In addition, policymakers said they would assess the possibility of limiting the number of licences available in the market.

A Minority Coalition With an Uncertain Path

The new government brings together the centrist D66 party, the Christian Democratic Appeal and the right-wing VVD, following snap elections held in October after the collapse of the previous administration led by Dick Schoof. No party secured a parliamentary majority, resulting in the first minority coalition in the Netherlands in more than a century.

After months of negotiations, the coalition unveiled a 67-page governing agreement last week, with a new cabinet expected to be sworn in later this month. The previous government had committed to reforming online gambling regulation and introducing a new Gambling Act by the end of 2025, but those plans stalled amid political disagreements, particularly over asylum policy.

Regulator–Political Tensions Resurface

Speaking earlier this year at ICE, Michel Groothuizen, chairman of gambling regulator Kansspelautoriteit (KSA), acknowledged a challenging relationship between the regulator and policymakers, regardless of the governing parties in power. He noted that the industry often lacks political support and that regulatory proposals are sometimes viewed as overly pragmatic.

Groothuizen has previously opposed measures such as raising the legal gambling age and implementing a total advertising ban. More recently, he warned that the minority coalition may face difficulties securing sufficient parliamentary backing to pass major reforms, although he welcomed signs of open dialogue between politicians and the regulator.

Industry Warns of Black Market Growth

The proposed advertising ban has drawn concern from industry representatives, particularly trade body VNLOK, which cautioned that a total prohibition could undermine the regulated market and push players toward illegal operators. VNLOK chairman Björn Fuchs argued that the Netherlands’ gambling policy is designed around an open but tightly regulated market, balancing player protection with effective oversight.

The association pointed to recent KSA data indicating that the black market is expanding. In October, the regulator reported that illegal market revenues had exceeded those of licensed operators during the first half of 2025. Legal gross gaming revenue reached €600 million in H1 2025, down from €697 million six months earlier, a decline partly attributed to stricter player protection measures such as deposit limits.

Advertising and Licensing: A Familiar Debate

This is not the first time Dutch lawmakers have pursued tougher advertising rules. In July 2023, gambling advertising across television, radio and print media was largely prohibited, while online marketing was restricted to prevent exposure to consumers under 24. Gambling sponsorships were also phased out in mid-2025.

On the licensing front, 2026 marks five years since the launch of the regulated iGaming market. Operators must now renew their licences to continue operating. While speculation last year suggested that licences could be denied to companies with past compliance issues, the KSA later clarified that the renewal process would focus on corrective actions and lessons learned, rather than automatic exclusion.

As the new coalition begins its term, the extent to which its proposed gambling reforms can be implemented remains uncertain, with political dynamics, regulatory input and market realities all set to shape the next phase of Dutch gambling policy.