Kansspelautoriteit (KSA) Clamps Down on Gambling-Related Advertisement

With the newly-regulated online gambling market in the Netherlands set to open on October 1, 2021, the operators still need to get on the same page with the rules and requirements imposed by the Dutch Remote Gambling Act (KOA) and overseen by the Netherlands’ gambling regulatory authority, Kansspelautoriteit (KSA). The latest issued guidance deals with advertising and player acquisition.  

Gambling Ads Banned Between 6 AM and 7 PM

All gambling advertisement requirements are described in the KOA, and those requirements have been made available to operators since April 1, 2021, the moment the KSA started accepting applications for gambling licenses.

The gambling advertising practices’ main segments remind all TV broadcasting operators that all games of chance cannot be broadcast or advertised between 6 a.m. and 7 p.m. on any given day. The restriction also extends to radio advertising.

What’s more, licensed casino operators will not be allowed to target audiences between 18 and 24 years old. Even though these players can sign up and play, they are deemed part of the vulnerable group of players, susceptible to the risk of betting more than they can afford.

Following the same line, athletes under 25 can not promote gambling and betting services as such endorsements are strictly prohibited.


Guidance on Campaign Content

Kansspelautoriteit’s guidance allows regulated gambling operators to see what kind of content is allowed. For starters, the ads can’t represent gambling as a way of making money and should always highlight and demonstrate the terms and conditions of the bonus in an unambiguous way.

These casino bonuses cannot be further adjusted once the player has claimed them to avoid further player enticement for betting on a specific market or game. Speaking of that, bear in mind that the collected player data cannot be used as an incentive to re-target the players.

Sports betting operators cannot display wagering opportunities, odds, and market updates during live broadcasts of sports matches.

Finally, a commercial block cannot contain more than three online gambling ads. 

Kansspelautoriteit Teams up With the Commissariaat Voor de Media (CdvM) To Protect Players Better

Recently, Kansspelautoriteit signed a protocol with the country’s watchdog Commissariaat voor de Media (CdvM). Two authorities will share intel related to complaints, including trends and developments in the world of gambling advertisement.

At the core of such joint effort sits the need to protect vulnerable groups and exert greater control over the media and how it uses ads to entice players to gamble. It is under Kansspelautoriteit’s jurisdiction to oversee how gambling ads are displayed and deem them as either appropriate and in accordance with the Remote Gambling Act (KOA) or not.

CdvM’s responsibility, under the Media Act 2008, is to monitor if all operators abide by the previously stated rules about gambling ads and act accordingly.

The biggest operators in the country did not welcome the imposed rules. The Netherlands Online Gambling Association (NOGA), whose members include some of the most notable gambling corporations worldwide like Flutter, Entain, Kindred and Bet365, consider the limit of three ads per commercial block simply insufficient. It remains to be seen how the country’s regulator will respond to these claims.



It might have taken the Netherlands a bit longer to get things going in the full online gambling launch direction, but it seems that the delay stems from their intention to protect players and layout the foundation for fair and secure gambling.


Oct 4, 2021