Authorities begin the fight for fair gambling advertising in the Netherlands

A large-scale fight for market transparency in gambling and the protection of citizens from dangerous advertising is unfolding in the Netherlands. The Dutch gambling regulator Kansspelautoriteit (KSA) is tightening control over media and marketing agencies that promote illegal casinos. This issue goes far beyond the professional community, affecting the interests of thousands of players and their families. Why does the issue of gamblingadvertising concern not only specialists today, but also everyone who values honesty and safety in the digital space?

Why bypassing Cruks causes concern for the regulator

The Cruks system is a national self-exclusion register created to protect people suffering from gambling addiction. It allows players to voluntarily restrict their access to all legal gambling operators in the country. After registering with Cruks, a person automatically loses the ability to play on licensed platforms. However, illegal casinos not connected to this system use a loophole to attract vulnerable players. Advertising by such operators is especially dangerous, as it can lead to relapse in people who are consciously trying to overcome their addiction.

• Cruks serves as a filter protecting the most vulnerable citizens
• Bypassing the system deprives people of their last line of defense against temptation
• Example: a player who decided to quit gambling is again confronted with advertising for an illegal casino and risks returning to addiction

How media and marketing agencies continue to violate bans

Despite repeated warnings, media and advertising agencies continue to place ads for illegal operators. Violations are recorded not only in online magazines and newspapers, but also on social networks, forums, and through affiliate programs. Even after official letters from the regulator, some companies ignore legal requirements. As a result, illegal advertising reaches a wide audience, including minors and people at high risk of addiction.

• Main distribution channels: news sites, marketing mailings, bloggers, and influencers
• Violations are often repeated despite public warnings
• Agencies receive payment for placing ads without checking the legality of operators

The problem with illegal online advertising largely comes down to the fact that the user sees not the regulatory framework, but a convenient interface: a banner, a post, a review, or an app. In such formats, neutral mentions and openly risky offers are easily mixed, and it is often harder than it seems to check what exactly is behind the promise of quick access.

Against this background, a reasonable question arises: what should legal online casinos do when trying to promote their product on the market? Even with all the conditions of open policy and informing players about the risks of gambling, they face public distrust, being lumped together with shadow services. This is especially noticeable in the case of promoting crash games, which have been gaining popularity recently. On the one hand, advertising selections of online casinos with crash games, like JetX, showing that you find apps here, can unfairly be interpreted by users as illegal advertising. However, few pay attention to the open policy of such sites and the desire of their creators not just to avoid sanctions, but to genuinely please users and show that not all online casinos try to circumvent advertising laws.

And the actions of the KSA are aimed at the gray zone of online gambling entertainment: they are bringing order not only among operators, but throughout the entire distribution chain, where digital formats are packaged into advertising in such a way that it ceases to be recognizable. The more transparent the sources and rules, the less room there is for circumvention and the more stable the market becomes, which is now being debated in the Netherlands.

What measures is KSA taking to tighten control

The KSA regulator is responding to market challenges by expanding control tools and cooperating with external organizations. Now, not only media but also marketing agencies that accept payment for placing ads for illegal casinos are in the crosshairs. KSA plans to pass information about violators to other government agencies to increase pressure on the entire chain of illegal advertising distribution. This approach makes it possible not only to identify individual violators but also to dismantle entire networks supporting the illegal market.

• Involving external regulators (for example, the Netherlands Authority for Consumers and Markets and the Dutch Advertising Code Foundation) increases the chances of effectively stopping violations
• The regulator conducts investigations, expanding the circle of organizations being checked
• New measures can change the market, making it less attractive for illegal operators

What are the consequences for violators and what fines have already been imposed

KSA has already begun to apply tough financial sanctions to companies caught promoting illegal casinos. Recently, three companies received fines of €75,000 per week each. These amounts are charged until the violators cease their illegal activities. Financial pressure becomes a serious incentive for companies to comply with the law, as reputational and economic losses can be too great.

• Examples of fined companies: SBM Holding Group, Sun Block Media Labs 2.0, JEF Holdings
• Fines are imposed weekly and are not lifted until violations are eliminated
• Sanctions are forming a new practice of responsibility for the entire industry

What legislative changes are being discussed and what could they change

Authorities are discussing the possibility of a complete ban on gambling advertising, except in cases expressly permitted by law. This means that any forms of promotion not approved by the regulator will be considered illegal. Such an approach could significantly reduce the impact of advertising on vulnerable groups of the population. Similar restrictions are already in place in other European countries, such as Italy and Spain, where gambling advertising is strictly regulated. However, the question of balancing player protection and business freedom remains open.

• It is proposed to introduce a ban on any gambling advertising without special permission
• Abroad, similar measures have shown a decrease in the number of problem gamblers
• Legislative changes could radically change the advertising market in the industry

What priorities does KSA set for the coming year

For 2025, KSA highlights four key areas of work:

• Protecting minors from access to gambling
• Combating illegal operators acting without a license
• Strengthening control over the advertising activities of all market participants
• Raising standards for player protection and operator responsibility

Each of these areas requires new tools and resources. The regulator faces challenges related to online anonymity, international platforms, and the constant emergence of new schemes to circumvent the law.

What arguments are made by supporters and opponents of tightening gambling advertising

Supporters of strict measures believe that only tough restrictions can protect vulnerable citizens and reduce the level of gambling addiction. They cite examples of countries where bans have helped reduce the number of problem gamblers. Opponents, however, fear that excessive restrictions will drive advertising underground and the market will become less transparent. Among the controversial points remains the question of how to find a balance between protecting society and business rights.

• Arguments for tightening: reducing the number of addicted players, protecting minors, increasing market transparency
• Arguments against: risk of advertising going underground, reduced media revenues, restriction of entrepreneurial freedom
• Regulatory gaps: insufficient adaptation to new digital formats, difficulty in controlling international platforms

How the situation in the Netherlands may affect other countries

The experience of the Netherlands is becoming a benchmark for other countries also fighting illegal gambling advertising. International practices show that comprehensive measures and interagency cooperation yield the best results. In Europe and beyond, tightening regulations is becoming a global trend, and sharing experience helps to develop effective strategies.

• Other countries are watching reforms in the Netherlands and adopting successful solutions
• Analogies can be drawn with the UK and Australia, where advertising control is also being tightened
• Globalization of the digital market requires coordinated action at the international level

Society decides what is more important: advertising freedom or citizens’ health

Not only the operators’ profits are at stake, but also the well-being of thousands of people. Where is the line between business freedom and the need to protect the vulnerable? Every reader can reflect on what gambling advertising should be like in modern society so as not to become a trap for the most unprotected. Can legislation stay ahead of technology and safeguard citizens’ interests in the age of digital temptations?