The Dutch Gaming Authority (Kansspelautoriteit) has issued a formal warning to licensed sports betting operators, reminding them that advertising live bets during ongoing matches is strictly prohibited.
In a letter sent this week, the regulator reiterated that operators may not encourage viewers to place wagers while a match is underway or during halftime. The Ksa said the restriction is intended to protect consumers from impulsive gambling behavior at moments when they may be more vulnerable to rapid, emotion‑driven decisions.
According to the authority, the ban covers all forms of real‑time promotional outreach, including social media posts, push notifications, and email messages that highlight or promote live betting opportunities.
With the World Cup approaching, the Ksa said it expects a surge in betting activity and has already reminded license holders of broader advertising rules, including the prohibition on sports sponsorships and the use of role models in marketing. The regulator said it will increase oversight during the tournament and will take immediate enforcement action if violations are detected.
