Dutch lawmakers have raised concerns that the upcoming ban on sports gambling advertisements could be circumvented, referencing similar issues observed in Belgium.
During a parliamentary session on 12 March, state secretary for legal protection Teun Struycken reaffirmed the importance of player protection but dismissed the idea of a total ban on gambling ads. He acknowledged that cases of circumvention in Belgium could potentially be replicated in the Netherlands.
Since 1 January, Belgian sports clubs have been prohibited from displaying gambling sponsors on team jerseys, yet operators have found workarounds. For example, Club Brugge replaced “Unibet” with “U-experts,” an app linked to Unibet’s casino. Similarly, Cercle Brugge rebranded “Golden Palace Casino” as “Golden Palace News.”
A total ban on sports sponsorships by licensed online gambling providers will take effect in the Netherlands on 1 July.
The Kansspelautoriteit (KSA) has stated that operators are responsible for ensuring compliance, even if advertising is conducted through third-party marketing firms. However, lawmakers worry that companies will sidestep the ban, as seen in Belgium.
Struycken admitted that similar tactics could emerge in the Netherlands but assured that the gaming authority would take legal action to prevent violations. He also recommended tighter restrictions on online gambling advertisements and amendments to the Gambling Act to address the broader marketing ecosystem.
A recent review of Dutch gambling policies, published in November, found that current measures to protect players and promote responsible gambling are insufficient. Struycken’s proposed gambling bill suggests increasing the minimum age for slot machines from 18 to 21. Additionally, last October, the KSA introduced mandatory deposit limits—€300 for players aged 18-24 and €700 for those over 24—with potential plans to implement a financial capacity test for raising limits.
Teun Struycken, the State Secretary for Legal Protection, mentioned:
For me, the most important starting point is protecting all citizens from gambling-related harm. In doing so, I go beyond preventing addiction and also look at other harm that participation in gambling can cause, such as debts.
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