Next week, the new Dutch cabinet led by Prime Minister Jetten will officially take office. As Michel Groothuizen explains Unlike traditional majority governments in the Netherlands, this minority coalition has presented its agreement as an opening proposal rather than a rigid framework, seeking to build parliamentary support around its plans.

Within the nearly 70-page coalition agreement, gambling policy occupies only a small section under the heading “Sober Policy: Drugs, Gambling and Sex Work.” Still, the outlined measures could have significant implications for the country’s regulated online gambling market.

The cabinet’s core objective is to “protect the vulnerable from profiteers,” a goal that aligns closely with the mission of the Kansspelautoriteit (Ksa), the Dutch gambling regulator. Proposed measures include further strengthening the duty of care obligations for online operators and intensifying enforcement against illegal gambling websites.

However, two additional proposals — a complete ban on online gambling advertising and an investigation into limiting the number of online gambling licenses — have raised concerns.

Advertising Ban: Risks of Unintended Consequences

Public and political frustration with gambling advertising is understandable. The sector’s flashy image and the aggressive marketing campaigns seen in recent years have fueled criticism. In response, advertising in traditional public spaces, sports, and on television has already been significantly reduced, with the Ksa closely monitoring compliance. Over the past year, the volume of advertising from licensed operators has noticeably declined.

Today, competition for players has largely shifted to social media platforms such as TikTok, Facebook, and Instagram. Yet most gambling ads targeting Dutch consumers on these platforms originate from illegal operators. In recent months, more than 60,000 gambling-related ads per month have targeted Dutch audiences on Facebook and Instagram alone — fewer than 2,000 of them from licensed providers.

Globally, the illegal gambling market has grown to a scale exceeding the combined economies of Germany and the Netherlands, underscoring the magnitude of the challenge. Tackling illegal gambling remains a top enforcement priority.

A blanket advertising ban, however, would primarily impact licensed operators. While regulators will continue pursuing illegal advertisers, enforcement cannot guarantee complete elimination, particularly given the role of global tech platforms. Although future measures under the EU’s Digital Services Act may increase platform accountability, this will likely be a long-term process.

In the meantime, removing legal advertising could inadvertently push consumers further toward unlicensed operators, as these would remain more visible online. Such an outcome would undermine the channeling objective of Dutch gambling policy — steering players toward safer, regulated environments.

Limiting Licenses: A Questionable Approach

The coalition agreement also proposes studying a cap on the number of licensed online gambling operators. Currently, the Netherlands has around 30 licensed online providers, alongside several hundred land-based gambling halls. Certain high-risk products are already offered under monopoly conditions by Holland Casino, which holds exclusive rights to operate high-stakes casino games.

From a regulatory perspective, governments can choose to prohibit certain gambling products entirely or allow them under strict conditions. While monopolies are complex but feasible structures, artificially limiting the number of compliant operators in an otherwise regulated market raises legal and practical questions.

There is little evidence to suggest that fewer operators would automatically result in less advertising or lower participation rates. If society determines that certain products are undesirable, banning them outright would be more transparent. Selecting which operators may participate purely on numerical grounds, when they meet all regulatory requirements, would be difficult to justify from a licensing authority standpoint.

Shared Goals, Constructive Dialogue Ahead

Despite these concerns, regulators emphasize their willingness to work constructively with the new government. On the fundamental objectives — protecting vulnerable players and combating illegal gambling — the cabinet and supervisory authorities appear closely aligned.

As the new administration begins its term, cooperation between policymakers and regulators will be critical to ensuring that well-intentioned reforms strengthen, rather than weaken, the integrity of the Dutch gambling market.