A push by Dutch lawmakers to scrub the internet of betting advertisements is set to backfire by handing the market to unlicensed operators, according to the country’s regulated gambling industry.
VNLOK, which represents licensed operators, argues that a proposed total ban on marketing will render legal platforms invisible to the public.
Chairman Björn Fuchs (pictured) said the regulatory system requires a visible legal tier, with this visibility helping steer players away from offshore websites. Without it, the distinction between sites disappears, he argued.
Fuchs said: “The Dutch gambling policy is deliberately designed around an open, regulated market with strict requirements for duty of care, advertising and supervision. That system only works if the legal, safe offer also remains visible to the player. A total ban on advertising undermines exactly that starting point.”
Data from the group showed unlicensed operators already dominate digital spaces. In the final quarter of 2025, unlicensed firms were found to have run 97% of gambling adverts on Meta platforms.
Fuchs noted that public irritation over commercials typically stems from these illegal campaigns. Regulated firms follow national standards that offshore sites ignore, and legal providers argue they are being unfairly penalised.
The association also criticised government plans to restrict the number of available licences. It suggested that safety results from rigorous oversight rather than artificial scarcity, and that such limits would restrict choice for Dutch consumers.
By removing the ability to compete for attention, VNLOK warned the government is dismantling its core strategy, arguing that the approach may sacrifice effectiveness for political optics and expose consumers to sites lacking social safeguards.
The group said it supports efforts to curb gambling harms but called the current trajectory counterproductive. It argued the proposals would reward companies that ignore laws while burdening those that comply, and urged ministers to reconsider legal visibility.
Heading in the wrong direction
These warnings follow the 30 January publication of a governing document by the Netherlands’ new minority coalition government. The D66, VVD, and CDA parties outlined their vision in Aan de slag – Bouwen aan een beter Nederland.
The agreement characterises online gambling as a sector susceptible to crime and human trafficking.
The new administration intends to prohibit all forms of advertising for the sector, with the goal of reducing gambling’s footprint in the country. The shift occurs as operators already face a 37.8% tax rate on gross gaming revenue.
The coalition also plans to evaluate a cap on the number of legal providers. This moves away from the previous open-market model and aims to limit the availability of gambling services.
Stricter duty of care rules will also require firms to intervene more aggressively. They must act when they detect signs of problematic play, including monitoring time spent on platforms.
The document frames these measures as necessary to protect citizens from profiteers, while ministers also committed to a robust enforcement strategy against illegal websites to preserve order.
This approach signals a pivot toward a regime that treats gambling as a social hazard. Holding 66 seats, the coalition requires support from opposition members, which it is now trying to secure.
