jili tutorial

Dutch Trade Body Warns Against Hasty Gambling Ad Ban

By jili tutorial · September 2, 2026

Dutch Trade Body Warns Against Hasty Gambling Ad Ban

VNLOK Calls for Measured Approach Ahead of Parliamentary Debate

With a high-profile political debate on the future of gambling in the Netherlands just days away, Dutch online gambling trade association VNLOK has urged policymakers not to underestimate the growing influence of the illegal gambling market.

The Dutch House of Representatives is set to discuss potential reforms on Thursday, 3 September, with proposals that could introduce further restrictions on licensed operators. Among the most contentious measures under consideration is a total ban on gambling advertising.

Ahead of the debate, VNLOK has written to the lower house’s spokespeople to draw attention to the expanding black market in the Netherlands. The association warned that illegal operators now handle roughly the same amount of money as the licensed market.

“It is now estimated that as much money is involved in illegal providers as within the licensed market,” VNLOK said in its letter. “As a result, more and more players are losing sight of supervision, duty of care, prevention measures and assistance.”

According to VNLOK, its estimates on the scale of the illegal market are based on research by the Dutch gambling regulator Kansspelautoriteit (KSA), which was later corroborated by the government in its own press release earlier this year.

Why Players Are Drifting Toward the Black Market

A Decade of Growing Concern

The push of players toward unlicensed gambling platforms has been a worry for Dutch stakeholders for most of the past decade, particularly since the online gambling market was re-regulated in 2021.

That trend was amplified by a series of restrictive measures introduced in subsequent years, including strict deposit limits, limitations on marketing, and an increase in the minimum gambling age to 18 and later to 21.

Licensed operators have also come under significant financial pressure due to a two-phase tax increase that raised gambling duty to 37.8% in January 2026. Interestingly, subsequent KSA market analysis showed that tax revenue actually declined following the hike, a development attributed to players migrating away from legal, licensed offerings.

The Growing Influence of Illegal Ads

As seen in other European countries such as the UK, illegal gambling advertising has become an increasingly prominent issue in the Dutch gambling debate.

Social media giant Meta, in particular, has faced scrutiny for its permissive policies on gambling advertisements. VNLOK has recently threatened legal action against the tech company if illegal gambling operators continue to target Dutch consumers without facing meaningful consequences.

VNLOK’s Call for Strategic Regulation

In light of these developments, VNLOK is advocating for a more strategic approach to advertising rules in the licensed sector. The trade body argues that the government must strike a balance between protecting vulnerable groups and ensuring the legal gambling offer remains competitive.

“Advertising must be responsible, restrained, and targeted, with special attention paid to vulnerable groups,” VNLOK said. “A total ban on advertising makes it more difficult for consumers to identify legal operators and increases the risk of them turning to illegal gambling sites.”

Proposals to Strengthen Oversight of Illegal Market

VNLOK has also put forward a number of recommendations to address what it sees as the KSA’s “inadequate” toolkit for tackling illegal gambling. These include:

The trade body has additionally advised the House of Representatives to adopt a risk-based approach, one that carefully examines the potential consequences of any blanket advertising ban. Crucially, VNLOK stresses that the impact of the black market should be fully considered before any final decision is made.