Ban On Gambling Ads
The Kansspelautoriteit (KSA), along with the Dutch Government, has now implemented a ban on gambling ads through most major forms of media
Since launching its regulated market in October 2021, the Netherlands has never been too far from the gambling news. The Kansspelautoriteit (KSA), along with the Dutch Government, has now implemented a ban on gambling ads through most major forms of media. The ban came into effect on July 1st.
Further Bans Coming
The Netherlands has been a heavily regulated market since its launch, and this move only reinforces that. The rule prohibits any form of gambling advertising in public places. This includes billboards, cafes, and shops, as well as casinos and slot parlours.
There is also a staged plan for banning gambling sponsorship of events and sports clubs. This will not start immediately, with the first phase starting in July 2024 with a ban on events and programmes. The next phase will see all sponsorship of venues and clubs become active by 2025.
It is not all bad news for advertisers. Gambling companies will still be permitted to advertise in a targeted way online through streaming services and social media. The KSA has stated that it intends to stop people under the age of 24 from seeing ads. The operator will be on hand to provide some guidance on how to achieve these targets, but the bulk of the responsibility will be on the company’s shoulders. It also warned gambling companies not to attempt to push the limits of the ban.
A New Code
These new rules have caused some controversy, with pro-industry supporters arguing it is too much and anti-industry ones arguing that it needs stronger enforcement and more clarity. The KSA has said it will actively monitor how license holders respond to the new bans and will be active in enforcing the rules.
To support and provide guidance for the new ban, the Dutch gambling industry has also released a new advertising code called Advertising Code for Online Games of Chance. This code provides new restrictive measures for operators.
This new code includes a 30-second limit on adverts and guidelines on what adverts should include. It noted that they should not include language that promotes
The Industry Watches On
The Netherlands has established itself as one of the strictest regulated markets in Europe, and other regulators will be monitoring the reaction to this ban closely.
The UK is closely analysing its gambling practices following the publication of the White Paper, while Belgium has also implemented a ban on gambling advertisements that also came into play on July 1st. Belgium’s ban has been met with a lot of criticism from operators in the country.
