Dutch Regulator to enforce ban on sports sponsorship by gambling firms
The Netherlands’ gambling watchdog, the Kansspelautoriteit (KSA), has confirmed it will intensify enforcement of the upcoming ban on sports sponsorship by online gambling operators, effective 1 July 2025. The move is part of the country’s broader push to protect young adults and vulnerable populations from the influence of gambling advertising.
End of two-year transition period
The new rules mark the conclusion of a two-year transition period following the 1 July 2023 ban on non-targeted in public places and publicly accessible buildings. From July 2025, all sponsorship activities involving athletes, sports teams, competitions, jerseys, and promotional items by online gambling providers will be prohibited under Dutch law.
The regulation aims to reduce the visibility of gambling marketing, especially to groups at higher risk of developing gambling-related problems. The KSA is placing responsibility squarely on licensed operators to ensure full compliance with the updated restrictions.
Clear expectations from the KSA
In a recent letter to online gambling license holders, the KSA laid out its expectations, urging firms to prepare for complete adherence to the rules. The regulator has also held discussions with industry stakeholders and trade associations to clarify compliance details and encourage a smooth transition.
KSA Chairman Michel Groothuizen stressed the importance of closing potential loopholes. 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, Groothuizen stated.
Firm stance against circumvention
The KSA is aware that in other jurisdictions, some operators have tried to find creative ways to bypass similar advertising bans. However, the Dutch authority has made it clear that it will take a firm approach against any such attempts.
Groothuizen added that the KSA will remain very vigilant and will act against any violation of the sponsorship ban. The focus is on preventing indirect exposure to gambling promotions, especially in the context of popular sports followed by young audiences.
Part of broader consumer protection efforts
The sponsorship ban is part of a wider strategy by the Dutch government and the KSA to strengthen consumer protection. In recent months, the regulator has funded several awareness campaigns aimed at educating youth, vulnerable groups, and professionals about the risks of gambling.
These initiatives highlight the Netherlands commitment to responsible gambling and reducing gambling-related harm in society. The KSA continues to monitor the gambling market closely and will take enforcement actions where necessary.
