The Dutch gambling authority, Kansspelautoriteit (KSA), has announced that it will step up enforcement of gambling advertising rules this summer, as the country prepares for the next phase of its advertising restrictions.
In a letter to licensed online operators, the KSA warned it will be especially watchful and ready to act quickly if any violations are found once the sports sponsorship ban comes into force on July 1.
The Netherlands first introduced restrictions on untargeted gambling ads across TV, radio, online platforms, and public spaces in July 2023. However, a two-year grace period was granted for existing sports sponsorship agreements due to the long-term nature of many contracts. That transition period ends on July 1, 2025, after which gambling-related sponsorships involving athletes, teams, leagues, jerseys, or promotional materials will be fully prohibited.
The KSA noted that it is currently engaging with industry groups to discuss the upcoming changes and clarify any uncertainties. The regulator is also closely following developments in other countries, such as Italy and Belgium, where similar bans have been implemented. In Belgium, for instance, some football clubs reportedly tried to circumvent the ban by promoting affiliated foundations or media platforms instead of gambling companies directly. The Belgian gambling authority has already issued warnings to major clubs like Club Brugge KV and RSC Anderlecht for allegedly violating the new sponsorship rules.
