Key points:
- The Netherlands will end its two-year transitional period for sports sponsorship advertising on 1 July 2025, completing the gambling advertising ban implemented in 2023
- KSA has said it will increase enforcement vigilance and take immediate action against violations of the sports sponsorship prohibition
- The regulation aims to protect young adults and vulnerable groups by eliminating exposure to gambling advertisements across all sports-related promotional activities
The Dutch Gaming Authority (KSA) has announced it will intensify enforcement of the upcoming ban on sports sponsorship by online gambling providers.
From 1 July 2025, sponsorship agreements involving athletes, teams, competitions, shirts and other promotional materials will no longer be permitted under Dutch law.
This marks the end of a two-year transitional period following the broader 1 July 2023 ban on non-targeted gambling advertising in public spaces and publicly accessible buildings.
The regulation aims to reduce the visibility of gambling advertisements to vulnerable groups, including young adults.
In a recent letter to licensed online gambling operators, the KSA clarified its expectation that the industry fully comply with the new rules. The Authority has also been engaging with sector stakeholders and trade associations to address lingering questions and ensure a smooth transition.
KSA Chairman Michel Groothuizen noted that while other jurisdictions have seen operators attempt to creatively bypass similar advertising restrictions, the Dutch regulator will take a firm stance.
Groothuizen went on to state: “This law was drawn up to protect young adults and other vulnerable groups. You do that by preventing them from being exposed to gambling advertising, regardless of who the advertising comes from. We at KSA will be very vigilant about that.”
This development comes as part of broader efforts by the KSA to strengthen consumer protection, including recent funding of multiple awareness projects focused on gambling risks among youth, professionals and vulnerable populations.
