The Dutch government has recently unveiled a new regulatory strategy that includes tighter controls on online advertising, unified deposit limits, enhancements to the national self-exclusion system (CRUKS), and stronger enforcement against illegal platforms as part of its ongoing efforts to strengthen consumer protection.

Since 2023, the Netherlands has gradually introduced several advertising restrictions, including limits on mass-market advertising, a ban on celebrity endorsements, and the phased removal of sports sponsorships. The latest proposal goes even further by considering an almost complete ban on online advertising, while allowing only limited exceptions.

However, the proposal has sparked discussion among industry professionals. Some experts believe that reducing the visibility of licensed businesses could make it more difficult for consumers to distinguish regulated operators from unlicensed platforms. At the same time, unregulated websites may continue promoting their services through social media and online channels, potentially reducing the effectiveness of the new measures.

Industry associations have also reported that a significant proportion of gambling-related advertisements found on Meta platforms originated from unlicensed operators. Complaints have already been submitted to both Meta and relevant European authorities, calling for stronger action against illegal advertising content.

Industry observers further point to the experiences of Denmark, Italy and other European markets, suggesting that while consumer protection remains a priority, regulators should also consider maintaining a healthy channelisation rate, supporting licensed businesses and strengthening enforcement against illegal operators.

Overall, the Netherlands continues to move toward a more comprehensive regulatory framework. As advertising policies become increasingly restrictive, achieving the right balance between consumer protection, market sustainability and regulatory effectiveness is expected to remain a key focus for both regulators and industry stakeholders across Europe.