The Dutch government has unveiled a new package of gambling reforms that would significantly tighten controls on the country’s regulated online gaming sector. The proposals target several areas at once, including advertising, promotional offers, player spending limits, self-exclusion measures and enforcement against unlicensed operators.
Justice and Security State Secretary Claudia van Bruggen announced the plans on 12 June, arguing that stronger safeguards are needed as online gambling participation and gambling-related harm have increased since the Netherlands opened its regulated market in October 2021.
According to the government, young adults remain particularly vulnerable to gambling-related debt and addiction, making them a key focus of the proposed reforms.
“I find it particularly concerning that more and more people, and especially young people, have started gambling online and are getting into trouble as a result,” said van Bruggen.
“It is high time to reverse this trend.”
The proposals will now be developed into legislation while the government simultaneously prepares a broader strategy aimed at reducing gambling-related harm over the longer term.
Government Seeks End to Gambling Advertising and Bonuses
One of the most significant changes under consideration is a complete prohibition on online gambling advertising. If approved, licensed operators would no longer be allowed to promote their products through advertising campaigns.
The proposal follows several years of progressively stricter marketing restrictions. Dutch authorities first banned the use of role models such as celebrities, athletes and influencers in gambling advertisements. This was followed by restrictions on untargeted advertising across television, radio, print, public spaces and social media. A ban on sports sponsorships took effect on 1 July 2025.
Despite these measures, policymakers concluded that gambling advertising remains highly visible, particularly among younger audiences.
The government also intends to prohibit bonuses and promotional incentives offered to attract customers. This includes free bets and similar rewards provided when players open new accounts.
“With the proposed measures, I am taking an important step to better protect people against the negative effects of gambling, such as addiction and debt,” van Bruggen said, as reported by SBC Americas.
“Special attention is being paid to young people and young adults because they are particularly vulnerable to the risks of gambling.”
New Deposit Controls and Stronger Affordability Checks
Alongside marketing restrictions, authorities want to introduce a centralized deposit limit covering all licensed gambling operators.
Players who wish to exceed the standard threshold would first need to pass a financial assessment. The government is currently developing a means-testing system that would review factors such as payment arrears, financial circumstances and whether an individual is subject to guardianship or administration.
Officials say the purpose of the measure is to prevent losses that players cannot reasonably afford.
The proposal builds on existing restrictions already introduced in 2024. Those rules established loss limits of €150 for players aged 18 to 23 and €350 for players aged 24 and older.
According to figures cited by the Dutch Gambling Authority (KSA), requests to increase deposit limits fell below half of the regulated market’s player base after those measures were introduced. The regulator also reported that the proportion of players exceeding monthly deposit thresholds dropped from 9.7% to 2.2%.
Data published by the KSA further showed average monthly player losses decreasing from €116 before the limits were implemented to €80 afterward.
The government nevertheless believes additional controls remain necessary.
Focus Shifts to Self-Exclusion and Illegal Operators
The reform package also includes further changes to Cruks, the Netherlands’ national self-exclusion register.
Authorities want players to be able to register voluntarily for an indefinite period without automatic removal from the system. The government also intends to simplify the process for family members and administrators seeking to register someone experiencing gambling-related problems.
Additional cooperation between treatment providers and Cruks is also planned, with the goal of improving access to support services.
At the same time, the cabinet has identified illegal gambling as a major enforcement priority. Officials estimate that tens of thousands of unauthorized gambling websites continue targeting Dutch consumers.
To address this issue, the government plans to expand enforcement tools. Proposed measures include blocking illegal gambling websites and introducing clearer legal obligations for companies that facilitate unlicensed gambling activity, including payment providers and hosting services.
The Netherlands has already pursued enforcement actions against illegal operators through the KSA. However, collecting penalties from companies operating outside Dutch jurisdiction has proven difficult.
The latest proposals suggest authorities may increasingly focus on disrupting the infrastructure supporting illegal gambling operations rather than relying solely on fines.
The reforms will form part of Van Bruggen’s wider Multi-Year Agenda for Protection against Gambling Damage, which aims to increase public awareness, improve early intervention, strengthen player protections and reduce the normalization of gambling within society.
The government is also examining whether limits should be placed on the number of online gambling licences available in the Dutch market.