Dutch cabinet proposes online gambling ad and bonus ban

On June 12 the Dutch cabinet announced a package to ban online gambling advertising and bonuses, introduce a cross-platform deposit cap and require affordability checks for players who seek higher limits.

The plan would prohibit untargeted online ads and sign-up bonuses, set an overarching deposit limit across licensed platforms and require an affordability test for any increase. The cabinet is also studying a cap on the number of online licences. The measures require new legislation and parliamentary approval before taking effect.

Justice and Security State Secretary Claudia van Bruggen presented the proposals and described the rise in gambling problems as “particularly concerning.” She added the government will only consider raising the minimum online gambling age from 18 to 21 once enforcement against illegal operators is effective. An affordability study to support the deposit cap is expected in the first half of 2027.

Regulatory data from the Kansspelautoriteit (KSA) show channelization by spend fell below 50% in the first half of 2025, meaning unlicensed and offshore operators captured most gambling revenue even though roughly 94% of players remain registered with licensed sites. The regulator reported this shift after earlier measures that introduced monthly deposit limits of €700 for most players and €300 for 18-to-24-year-olds and a rise in gambling tax from 30.5% to 37.8%.

Officials estimate tens of thousands of illegal sites are accessible from the Netherlands. Regulators have flagged crypto and anonymous payments as complicating enforcement and increasing risk of harm. In April the state lottery operator Nederlandse Loterij sued operators of Qbet, identified by authorities as the largest unlicensed platform. The KSA fined the operators €24.8 million, a record amount that the regulator’s chair described as “too low” under a legal cap of 10% of global turnover.

Supporters of the advertising and bonus bans say removing promotions will reduce exposure and incentives to gamble, especially among young people. Opponents warn the restrictions could push players toward offshore platforms that offer promotions and accept crypto or anonymous payments, which operate outside the national self-exclusion register Cruks.

The cabinet said it will pair the ad and bonus bans with stronger enforcement measures aimed at illegal operators to limit market leakage. Independent estimates and regulator reports show the illegal share of the Dutch market rose above 35% by late 2023, up from about 20% in 2021.

Parliament will review the proposals through public hearings and drafting of legislation. The government framed the package as a response to rising online gambling harm and the growing market share of unlicensed operators.