iGaming advertising in the Netherlands: display, video and DOOH rules
The Netherlands is the most restricted market in our European set. Untargeted advertising has been banned since July 2023 and is only permitted where a licensee can prove that at least 95 percent of the people reached are 24 or older, offers an opt-out and excludes vulnerable groups. Role models are banned outright, sports sponsorship ended in July 2025, and in June 2026 the Cabinet announced plans for a full online advertising and bonus ban.
- Regulator
- Kansspelautoriteit
- Minimum age
- 24+
- Last checked
- 22 Sept 2026
Rules by channel
Only permitted where the 95 percent aged 24 or over test, the opt-out and the vulnerable-group exclusions are all met and documented; otherwise it counts as banned untargeted advertising.
TV, radio and streaming are covered by the untargeted advertising ban, so in practice video is closed unless the targeting exception is fully met. Programme and event sponsorship is banned.
Out-of-home and transit advertising fall under the untargeted advertising ban and are effectively unavailable, as is stadium and shirt sponsorship since July 2025.
Licensing and permitted advertising
Only KSA licensees may advertise, under the Remote Gambling Act and the Bwrvk decree. Most mass-reach advertising is closed off by the untargeted advertising ban.
- Untargeted advertising banned across TV, radio, print and out-of-home since July 2023
- Exception requires proof that 95 percent or more of those reached are 24 or older, plus an opt-out and exclusion of vulnerable groups
- KSA published guidance on the exception conditions in March 2026
Audience and age rules
The legal minimum age is 18, but the advertising threshold is effectively 24 because of the audience-composition test.
- Plan against a 24-plus audience, not an 18-plus audience
- Young adults are an enforcement priority: a fine for emailing promotions to young adults was upheld on 8 July 2026
- KSA issued formal warnings to all licensees before the 2026 World Cup
Creative and content rules
The role model ban is broad and covers recognisable references, not only literal likeness.
- No influencers, streamers, current or former professional athletes or other publicly known figures
- Recognisable references such as jersey numbers, national kit or physique are also caught — enforced against an operator in July 2026
- No marketing that reaches socially vulnerable groups, including minors
Sponsorship, promotions and pending changes
Sponsorship has been phased out entirely and further restrictions are in the legislative pipeline.
- July 2024: ban on sponsorship of TV programmes and events
- July 2025: full ban on sports sponsorship, including shirts and stadium boards
- 12 June 2026: Cabinet announced an intended full online advertising ban, a bonus ban and cross-operator deposit limits — announced, not yet law
Sources
Every campaign we run in Netherlands is gated on licence, market and age before the bid, with creative and placement checks applied per channel and placement-level evidence in reporting. This brief is a planning summary, not legal advice — confirm the current rules with the regulator before launch.
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