The gambling regulator of the Netherlands, the Kansspelautoriteit (KSA), has begun the full enforcement of its ban on untargeted advertising for online gambling.
The initial prohibition came into effect in July 2023, but a transitional period was granted for pre-existing, long-term sports sponsorship deals.
As of July 1, 2025, this two-year grace period has officially ended, and the KSA is now applying the ban without exceptions.
Untargeted advertising is defined as any promotion in the public sphere designed for wide reach, which includes television, radio, and most forms of public sponsorship.
In a recent report, the KSA expressed satisfaction with the high level of industry compliance, noting that “almost all public expressions have disappeared.”
The regulator had issued prior warnings to operators as the final deadline approached, signalling that sports sponsorships would be under intense scrutiny.
While compliance has been strong, the Netherlands gambling regulator did identify a few minor violations in the first week of full enforcement. One example cited was the continued sale of sports club merchandise featuring gambling provider logos in online shops.
This highlights the KSA’s position that operators bear the ultimate responsibility for ensuring complete compliance, even when it involves third-party partners.
