The Kansspelautoriteit (KSA), the Dutch gambling regulator, has introduced a mandatory regulatory checklist as of yesterday, compelling gambling operators to strictly target their advertising campaigns or face immediate suspension.
This move anchors new guidelines directly to the July 2023 ban on untargeted mass-market gambling advertising. That ban originated during the first wave of revisions to the Remote Gambling Act (KOA), the foundational legislative framework that originally launched the regulated Dutch online market in October 2021.
The 95% Compliance Threshold and Strict Age Gating
Under these new orders, license holders must tailor their marketing campaigns exclusively toward individuals older than 24 years of age. Furthermore, operators are required to prove they meet a rigorous 95% compliance threshold regarding this specific demographic limit.
To fulfill this mandate, advertisers must deploy robust age-gating tools, utilize complex audience segmentation, and implement protective algorithms. The KSA’s instructions are explicit: if operators deem these compliance mechanisms insufficient, they must terminate their campaigns immediately.
Consequently, the KSA demands that all license holders complete a specific checklist before authorizing any new marketing initiative. Advertisers must confirm that every single promotional channel provides an accessible and clear opt-out mechanism.
This feature must allow users to refuse gambling promotions instantly, without requiring user registration. Marketing teams must also document the application of the “best available measures” to exclude vulnerable groups. These measures include strict age-verification filters and advanced behavioral targeting instruments.
Precautionary Standards and Auditable Reporting
The KSA mandates a precautionary approach across the digital landscape, specifically targeting platforms like social media that struggle to guarantee exact demographic outcomes. If an external platform cannot promise precise targeting, the operator must withdraw the campaign fully.
Companies must support the 95% threshold using verifiable data and fully auditable reporting. Since 2023, the KSA has fined multiple operators a total of €400,000 for violating previous advertising laws. Penalized companies include Bingoal, Hillside Media (bet365), TOTO NL, BetEnt, and JOI Casino.
Political Shifts and Future Reforms
The mandatory advtertising gambling checklist establishes a strict ‘comply or cease’ standard. Beyond current regulations, a new political coalition consisting of the People’s Party, D66 Democrats, and Christian Democrats aims to reorganize the KOA market.
These parties advocate for a complete ban on all gambling advertisements across every media channel and support raising the legal gambling age limit to 21 years old. Leading these reforms as of February 2026 is State Secretary Claudia Van Bruggen, who faces the task of addressing sweeping duty-of-care mandates demanded by the centrist coalition.
