Dutch and Belgian Regulators Remind Operators of Gambling Ad Rules Before World Cup
With the World Cup approaching, regulators in the Netherlands and Belgium have moved to tighten control over gambling promotions. The Dutch Gaming Authority (Ksa) has intensified supervision of advertising and sports betting, sending letters to licensed operators to remind them of the rules.
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The authority stressed that untargeted advertising and sports sponsorships remain prohibited, and warned that certain betting options, such as wagers on yellow cards or first corner kicks, are not permitted under Dutch law.
Officials said violations would trigger immediate enforcement, and extra attention is being given to illegal providers and advertising linked to unlicensed offerings. The authority added that during the tournament it will focus on raising awareness of betting risks, especially among younger audiences.
“We saw at the 2022 World Cup and 2024 European Championship that gambling increased. This makes it attractive for companies to attract new players during that period,” Michel Groothuizen, Chairman of the Board of the Gaming Authority stated.
“While I understand this, I strongly urge providers to remain mindful of the protection of young adults and other vulnerable groups, and to adhere to the applicable rules. If we observe that this is not happening, we will take immediate action.”
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Belgium issues remainders on bonus and advertising bans
Belgium’s Gaming Commission has also recalled the application of Articles 60 and 61 of the Gambling Act.
The Commission stressed that bonuses are prohibited, including free game credits, promotional benefits, or any incentive designed to influence how players behave or to recruit and retain them. It pointed back to guidance published in September 2024 that explained how Article 60 should be applied.
The Commission also recalled that advertising of games of chance is banned, except in cases specifically permitted by the Royal Decree of February 27, 2023.
Inspectors will closely monitor compliance during the tournament, ensuring that potential players are not exposed to unauthorized practices. Officials said they rely on operators to act responsibly, both to protect vulnerable and younger players and to maintain a fair environment across the gambling sector.
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