Since legalising online gambling in the Netherlands, their experts estimate, in turn, that more than one in twenty citizens over the age of 18 gambled in this way. They did so not only in digital format. The end of the coronavirus crisis, which allowed gambling establishments to reopen, contributed to the increase in gamblers.

However, the industry's success has brought with it a problem: the increase in gambling addicts. To protect young people and vulnerable groups, advertising for gambling in the streets and public places, radio, television and print media has been banned as of this July. It will only be allowed on the internet and social media.

Companies such as Holland Casino, Staatsloterij (the Dutch lottery) and Lotto are among the ten that have received an official licence to offer online gambling. The number of accounts opened by users reached 859,000 last year, although the actual number of players may be lower because they can have several accounts at the same time.

On the other hand, 365,000 people gamble every month. In 2022, gambling companies earned almost 1.1 billion euros gross, and the average loss of money per individual account is around 142 euros per month, according to a report by the Dutch Gaming Authority (Ksa), the regulator, last April.

As advertising expenditure grew rapidly, voices in the Dutch Congress began to be heard in favour of a cutback. In particular, the Christian Union - a confessional party - and the Socialist Party - to the left of social democracy - supported the imposition of advertising restrictions. They were subsequently supported by the majority of MPs.

The government's measures in this area include a ban on gambling house sponsorship of programmes and events from January 2024. In 2025, the same will apply to sponsorships of sports clubs and competitions, athletes and T-shirts with allusive logos.

In June 2022, Dutch celebrities (from footballers to models to presenters) were already banned from appearing in gambling advertisements in order to prevent them from attracting attention with their image. Especially in high-stakes gambling. However, due to the transitional period until 2025, there will still be many well-known faces in the Netherlands who signed contracts before the ban.

"At last the gambling advertisements are coming to an end. There are too many people, including young people, who become addicted in silence with all the misfortune that entails," said Mirjam Bikker, leader of the Christian Union.

Franc Weerwind, the resigned minister for legal protection, pointed out that advertising is necessary to make online gambling legal. "At the same time, the government has a duty to protect young people and vulnerable groups from the risks of such gambling," he said.

Under the new measures, gambling houses will have to prove that at least 95% of their digital audience is aged 24 or over. The same study by Ksa indicates that 92% of gamblers choose legal websites. What is not yet clear is the effect of the legalisation of online gambling on the number of gamblers attending specialised addiction centres. Ksa experts point out that, as of last April, 38,000 people had registered in a register where they voluntarily choose to stop for six months. In their case, the aim is to quit roulette and slot machines, which account for 72% of the market.

By Isabel Ferrer