The Dutch government has announced an ambitious five-year strategy aimed at strengthening consumer protection and reshaping the country’s regulated online gambling industry.
The Dutch government has announced an ambitious five-year strategy aimed at strengthening consumer protection and reshaping the country’s regulated online gambling industry. Responding to growing concerns about gambling-related harm, particularly among younger adults, the proposed reforms introduce some of the toughest regulatory measures seen since the Netherlands legalized online gambling in October 2021.
The comprehensive plan focuses on reducing problem gambling through stricter advertising rules, enhanced affordability checks, stronger player protection systems, and tougher action against illegal offshore gambling operators. Rather than simply imposing additional restrictions on licensed operators, the government intends to create a safer gambling environment while ensuring players continue using regulated platforms that offer consumer protections.
The proposals include a near-complete ban on online gambling advertisements, the removal of promotional bonuses designed to attract new customers, nationwide deposit limits, significant improvements to the country’s self-exclusion system, and expanded enforcement powers for regulators targeting unlicensed gambling websites.
In this article, we take a closer look at the proposed reforms, why they are being introduced, and what they could mean for the future of online gambling in the Netherlands.
A New Direction for Dutch Gambling Regulation
Since launching its regulated online gambling market in October 2021, the Netherlands has sought to balance consumer choice with strong player protection measures.
While regulation has successfully brought many players into the licensed market, authorities have also observed growing concerns regarding gambling-related debt, excessive spending, and increasing participation among younger adults.
In response, the Dutch government has introduced a long-term regulatory roadmap that seeks to strengthen existing safeguards while reducing the visibility and accessibility of gambling advertising.
The five-year strategy is being led by Justice and Security State Secretary Claudia van Bruggen, who believes further reforms are necessary to protect vulnerable individuals without encouraging players to migrate toward unregulated gambling operators.
The proposals represent one of the most significant updates to Dutch gambling legislation since the regulated market first opened.
Protecting Vulnerable Players Takes Centre Stage
At the heart of the government’s new strategy is a stronger emphasis on protecting vulnerable individuals, particularly younger adults who may be more susceptible to gambling-related harm.
The reforms are being coordinated jointly by the:
- Ministry of Justice and Security (JenV)
- Ministry of Health, Welfare and Sport (VWS)
Together, both ministries aim to reduce gambling-related financial problems while promoting responsible gambling practices across licensed operators.
Officials have highlighted growing evidence showing that some young adults are accumulating significant gambling debts, prompting the need for more robust preventative measures.
Rather than relying solely on education campaigns, the government intends to introduce structural safeguards that make excessive gambling more difficult.
Online Gambling Advertising Faces Major Restrictions
One of the most significant proposals is a near-total prohibition on online gambling advertising.
Under the new framework, licensed gambling operators would no longer be permitted to conduct widespread digital marketing campaigns promoting their gambling products.
The government believes reducing the visibility of gambling advertisements will help limit exposure among vulnerable individuals, particularly young adults and people already experiencing gambling-related difficulties.
The restrictions are expected to affect a wide variety of promotional channels, including online advertising, digital campaigns, and other forms of commercial marketing designed to attract new customers.
The objective is to reduce the normalisation of online gambling while encouraging more responsible consumer behaviour.
Promotional Bonuses Could Also Be Banned
In addition to advertising restrictions, the Dutch government plans to prohibit promotional incentives commonly used by online gambling operators.
If implemented, licensed casinos and sportsbooks would no longer be allowed to offer customer acquisition bonuses such as:
- Welcome bonuses
- Sign-up rewards
- Free bets
- Deposit match offers
- Other promotional incentives designed to encourage registration
Officials argue that these offers can encourage impulsive gambling behaviour by lowering the perceived financial risk of placing initial wagers.
Removing promotional bonuses forms part of the government’s wider strategy to reduce aggressive marketing practices throughout the regulated gambling industry.
Nationwide Deposit Limits to Strengthen Financial Protection
Another cornerstone of the proposed reforms is the introduction of a centralised deposit limit that would apply across all licensed gambling operators.
Instead of individual casinos applying separate limits, players would be subject to a unified financial threshold covering all regulated gambling platforms.
This measure aims to prevent players from circumventing responsible gambling controls by opening accounts with multiple operators.
Players wishing to exceed the standard deposit limit would need to complete detailed affordability assessments before being permitted to increase their spending.
More Comprehensive Affordability Checks
The government also plans to strengthen financial assessments for players requesting higher gambling limits.
These affordability checks would involve a detailed review of an individual’s financial circumstances before additional deposits are approved.
Areas expected to be considered include:
- Personal income
- Existing financial commitments
- Outstanding payment arrears
- Overall affordability
- Ability to sustain gambling activity responsibly
By introducing stricter financial assessments, regulators hope to reduce gambling-related debt while ensuring players gamble only within their financial means.
Strengthening the Netherlands’ Self-Exclusion System
Player protection extends beyond financial controls.
The government also intends to improve Cruks, the Netherlands’ national self-exclusion register.
Cruks currently allows individuals experiencing gambling-related problems to exclude themselves from licensed gambling operators for a specified period.
The proposed reforms would make the system considerably more flexible and accessible.
Planned improvements include:
- Voluntary self-exclusion for an unlimited duration.
- Removal of automatic expiration periods.
- Simplified registration procedures.
- Easier intervention options for close family members seeking to protect loved ones experiencing severe gambling addiction.
These changes are intended to ensure vulnerable players can access long-term protection whenever necessary.
Positive Results from Earlier Deposit Limits
The latest proposals build upon earlier responsible gambling measures introduced during 2024.
According to data published by the Dutch Gambling Authority (Kansspelautoriteit – KSA), preliminary monthly loss limits produced encouraging results.
Previous limits included:
- €150 monthly limit for younger adults.
- €350 monthly limit for older players.
Following implementation, average monthly gambling losses reportedly declined from €116 to approximately €80.
These figures have strengthened confidence among policymakers that further financial safeguards can produce meaningful improvements in consumer protection.
The Dutch Gambling Authority Plays a Key Role
The Kansspelautoriteit (KSA) remains central to enforcing the proposed reforms.
As the national gambling regulator, the KSA is responsible for:
- Monitoring licensed operators.
- Collecting market data.
- Enforcing responsible gambling regulations.
- Investigating compliance breaches.
- Protecting consumers.
- Coordinating enforcement against illegal gambling providers.
The regulator will also oversee implementation of the new financial protection measures and continue analysing their effectiveness over time.
Focus Shifts Toward Illegal Offshore Gambling Sites
While introducing stricter regulation for licensed operators, the Dutch government has also recognised an important challenge.
Excessive restrictions could unintentionally encourage players to move toward unlicensed offshore gambling websites that offer no meaningful consumer protections.
For that reason, policymakers have decided against introducing one proposal that had previously received considerable attention.
Legal Gambling Age Increase Set Aside
Earlier discussions considered raising the minimum age for certain high-risk gambling products—particularly online slot games—from 18 to 21 years.
However, government officials ultimately decided not to pursue this measure.
According to Claudia van Bruggen and experts within the KSA, increasing the legal gambling age could unintentionally drive younger adults toward illegal offshore operators operating outside Dutch regulation.
Those websites typically lack responsible gambling tools, consumer safeguards, financial protections, and regulatory oversight.
Instead of restricting access further, authorities believe stronger enforcement against illegal operators represents a more effective solution.
Stronger Action Against the Black Market
Rather than focusing exclusively on licensed businesses, the Dutch government intends to significantly strengthen efforts against illegal gambling providers.
The KSA is expected to receive additional enforcement powers enabling it to disrupt the infrastructure supporting unlicensed gambling operations.
Authorities plan to work closely with:
- Banks
- Payment service providers
- Internet hosting companies
- Technology providers
- Other industry partners
By targeting payment systems, hosting infrastructure, and operational support networks, regulators hope to reduce the availability of illegal gambling websites within the Netherlands.
The long-term objective is to encourage players to remain within the regulated market, where stronger consumer protections exist.
Balancing Consumer Protection with a Sustainable Market
One of the most notable aspects of the Dutch government’s strategy is its attempt to balance stronger player protection with the long-term sustainability of the regulated gambling market.
Rather than simply imposing tougher restrictions across every area, policymakers are attempting to ensure licensed operators remain competitive enough to discourage migration toward illegal alternatives.
This balanced approach recognises that effective regulation depends not only on restricting gambling-related harm but also on maintaining an attractive, well-regulated legal market.
By combining responsible gambling measures with stronger enforcement against offshore operators, authorities hope to create a safer environment for both players and licensed businesses.
Final Thoughts
The Netherlands’ proposed five-year gambling reform plan represents one of the most comprehensive regulatory overhauls introduced since the country’s online gambling market opened in 2021.
With proposals including a near-total ban on online gambling advertising, the removal of promotional bonuses, nationwide deposit limits, enhanced affordability assessments, significant upgrades to the Cruks self-exclusion register, and expanded enforcement powers against illegal offshore operators, the government is clearly placing consumer protection at the centre of future gambling policy.
At the same time, officials have deliberately avoided measures that could unintentionally drive players toward unregulated gambling websites, choosing instead to strengthen enforcement against the black market while maintaining a competitive licensed industry.
If implemented, these reforms could reshape the Dutch online gambling landscape over the coming years and may also influence responsible gambling policy discussions in other regulated markets across Europe.
