THE HAGUE, Netherlands – Dutch lawmakers are considering sweeping new restrictions on the country’s online gambling industry, including a potential ban on iGaming advertising and bonuses, as the government seeks to curb rising gambling‑related harm.
Justice and Security State Secretary Claudia van Bruggen this week outlined a package of proposed measures that would further tighten what is already one of Europe’s strictest regulatory regimes. The proposals include prohibiting online gambling ads and inducements, imposing stricter deposit limits, expanding affordability checks and granting regulators broader authority to block unlicensed operators.
Van Bruggen said the measures are a response to troubling rates of gambling harm, particularly among younger adults, since the Netherlands re‑regulated its online market in 2021. Supporters argue that eliminating bonuses and marketing incentives would reduce risky play and help prevent addiction.
The plan also calls for changes to the national self‑exclusion system. Under the proposal, voluntary exclusions would not automatically expire at the end of the selected period but would remain in place until a player actively removes them. Relatives could also request that a family member be added to the exclusion list.
The proposals will be drafted into a bill for parliamentary consideration at a later date.
Already a Strict Market
The Netherlands has steadily tightened gambling rules in recent years. The government previously banned untargeted advertising and later prohibited sports sponsorships by gambling companies. Operators are also barred from using celebrities or influencers who could appeal to minors.
Critics warn that additional restrictions — particularly a blanket advertising ban — could weaken the regulated market and push consumers toward illegal operators. They argue that licensed companies would struggle to compete without the ability to promote their services, potentially strengthening the black market.
While the government is seeking new powers to block unlicensed sites, industry groups say policymakers should proceed cautiously. The debate comes amid recent tax increases that operators say have already strained the sector. The Dutch Lottery has urged lawmakers to reject further tax hikes, warning they could destabilize the market.
