The Dutch Gaming Authority (Kansspelautoriteit, Ksa) has released updated guidance to help licensed remote‑gambling operators comply with the Netherlands’ strict ban on untargeted advertising. The new document provides additional clarification, interpretation, and practical tools aimed at ensuring gambling promotions do not reach vulnerable groups.
Clarifying Rules for Online and On‑Demand Advertising
Since the ban took effect, online gambling providers have been permitted to advertise only via the internet and on‑demand media services, and only under tightly defined conditions. According to the Ksa, operators have raised numerous questions about how these rules should be applied in practice.
The newly published guidance explains how licensees must interpret and implement the requirements, including:
- Advertising through external platforms and third‑party channels
- Ensuring consumers have a genuine opportunity to refuse advertising
- Properly documenting and substantiating targeting efforts and measurement results
The core principle remains unchanged: online gambling advertising must not reach vulnerable individuals, including young adults and people at risk of gambling harm. In some cases, this may require operators to avoid certain platforms entirely.
Practical Tools and Extensive Q&A
The guidance also includes practical instructions and a detailed Q&A section, informed by industry questions and supervisory findings. The Ksa says the goal is to support consistent and careful compliance across the online gambling market.
By offering clearer expectations and concrete examples, the regulator aims to strengthen consumer protection and ensure operators adhere to the spirit and letter of the advertising ban.
