Netherlands Set to Enforce Full Ban on Online Gambling Ads and Bonuses

The Dutch government is preparing a major overhaul of its online gambling rules, driven by rising concerns over addiction since the market was legalised. 

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Officials say far more people are now gambling online, and the number of those developing gambling problems has also climbed sharply. Young people and young adults are described as the most vulnerable group, prompting the government to push for tougher protections.

Under the new plan, online gambling advertising will be banned entirely, bonuses will no longer be allowed, and strict limits will be placed on how much players can deposit unless they prove they can afford it.

The government is also looking at stronger tools to fight illegal gambling sites and is even considering reducing the number of licensed operators.

State Secretary Claudia van Bruggen said the situation can no longer be ignored. “I find it particularly worrying that more and more people, especially young people, have started gambling online and are getting into trouble as a result. It is high time to reverse this trend. With the proposed measures, I am taking an important step towards better protecting people against the negative effects of gambling, such as addiction and debt. Special attention is paid to young people and young adults because they are extra susceptible to the risks of gambling.”

Government moves to ban advertising and bonuses

A full advertising ban sits at the centre of the new policy. Despite earlier restrictions, such as the role‑model ban and the decree on untargeted advertising, too many people still encounter gambling ads, including those who are not seeking them out.

Young people remain heavily exposed, which the government sees as unacceptable. As a result, all advertising for online gambling will be prohibited.

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Bonuses will also be outlawed. This includes common incentives like free bets for new accounts. Officials argue that bonuses encourage risky behaviour and make it harder for vulnerable players to stop.

New deposit limits tied to financial checks

Another major change is the introduction of an overarching deposit limit across all online gambling platforms.

Players who want to raise their limit will first need to prove they have the financial capacity to do so. A means test is being developed to check whether someone has payment arrears, is under guardianship, or faces other financial risks.

The Cruks exclusion register, where people can block themselves from gambling, will also be improved. The government wants to allow voluntary registration for an indefinite period, without automatic removal.

The State Secretary will now turn these plans into a formal bill. The measures will also feed into the long‑term agenda for reducing gambling harm, which focuses on awareness, prevention, safer game design, early detection, and better access to help.

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