Ban on advertisements - EM Group

May 09, 2023

An important announcement about advertising as a Dutch online gambling operator

To protect people under the age of 24 and other vulnerable groups, the Dutch minister for Legal Protection, Franc Weerwind, has announced the long-expected ban on untargeted advertising for online games of chance as per July 1, 2023.

The ban has been implemented swiftly after signals that untargeted advertisement has affected youths and other vulnerable groups since the start of licensed online gambling in the Netherlands in October 2021. The Dutch Remote Gambling Law (Wet kansspelen op afstand) will be fully evaluated in 2024.

This means that as per July 1, it is illegal for online gambling companies to implement untargeted advertisements on radio, television and billboards in the public domain.

The ban also includes sponsoring of television shows or sports clubs. However, there will be a transition period for existing contracts. The transition period for television shows will expire on July 1, 2024, while the transition period for sports clubs will expire on July 1, 2025.

Conducting targeted advertisements in a responsible way

In these circumstances, there are still responsible ways in which online gambling operators can conduct advertising which include:

  • Advertising on the internet through social media, targeted ads, direct mailings and television on demand is permitted under strict conditions.
  • Ensuring people under the age of 24 or vulnerable groups aren’t exposed to the targeted ads.
  • Providing an option for consumers to indicate they do not want to view ads must be added.
  • Proving to the Dutch regulator that the operator that at least 95% of the advertisement has reached persons aged 24 years old and up.

Would you like to read more about the upcoming ban? You can find more information on the regulator’s official website here.

Please feel free to reach out to us to learn more about this and other regulations in the Dutch online gambling market.

Written by Karin Beumer