Netherlands Bans Gambling Sports Ads from July 2025
Key Points at a Glance
As of July 1, 2025, a complete ban on sports sponsorships by gambling operators will take effect in the Netherlands. The Dutch Gambling Authority (Kansspelautoriteit, or KSA) has announced that it will strictly enforce violations. Since July 2023, new sponsorship agreements have already been prohibited. The transition period for existing contracts is now coming to an end. The measure aims to protect young adults and vulnerable groups from gambling advertising.
What Exactly Is Being Banned
The ban covers all forms of sports sponsorship by gambling companies. This includes:
- Jersey advertising
- Partnerships with clubs
- Individual contracts with athletes
- Sponsorship of competitions and tournaments
Since July 2023, gambling advertisements have already been banned on television, radio, in print media, and in public spaces. Event sponsorships were also banned at that time. Sports sponsorships were the last remaining legal area and were granted a transitional period.
No New Contracts Since 2023
Since July 2023, no new sponsorship agreements between gambling operators and sports organizations have been permitted. The current regulation only allows existing contracts to run until June 30, 2025, at the latest. After that, all forms of collaboration will be illegal.
What the KSA Is Doing Now
The KSA has begun collecting information about existing advertising and sponsorship contracts from providers. Starting July 1, it will conduct targeted inspections to determine whether companies are violating the new ban. This includes not only obvious violations. Creative attempts to circumvent the rules, such as indirect advertising or the use of third parties, will also be prohibited.
Why the Ban Was Introduced
According to Michel Groothuizen, Chair of the KSA, the focus is on protecting vulnerable groups: “This regulation is intended to protect young adults and other vulnerable individuals from gambling advertising—regardless of who is behind it.” The KSA points to international experiences where gambling providers have tried to circumvent advertising bans. The Netherlands aims to prevent such developments.
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What You Need to Consider as a Provider
If you operate as a gambling provider in the Netherlands, you should:
- Terminate all existing sponsorship contracts by June 30, 2025, at the latest
- Refrain from entering into new agreements with sports clubs, athletes, or competitions
- Avoid indirect advertising that could be interpreted as sponsorship
- Fully adapt your advertising strategy to comply with the new legal requirements
As of July 1, the KSA will show zero tolerance. Violations may result in significant penalties.
Our Assessment
The complete sponsorship ban marks a clear step in Dutch gambling policy. For providers, it represents a significant limitation on marketing opportunities. Those who wish to remain active in the Dutch market must rethink their strategies and act in full compliance with the law. The KSA has made it clear that no exceptions will be tolerated. Advertisers should act now to ensure compliance in time.
This measure also reflects a broader trend across Europe: more and more countries are tightening regulations on gambling advertising. Those operating internationally should keep a close eye on these developments.
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