advertising banned as of January 1, 2023

Faced with the overexposure of the population to online casino game advertisements, the Netherlands has decided to take the lead. The Dutch government has announced that “non-targeted” advertisements on TV and radio will be banned from January 1 next year. Sponsoring with professional sports clubs will no longer be allowed from January 1, 2025. Here’s how it works.

Netherlands: iGaming operators will have to give up broadcast ads

In the Netherlands, the Ministry of Legal Protection has announced that “untargeted” advertising – promised for some time under pressure from legislators – will be banned from January 1, 2023. In concrete terms, this would mean that operators of casino games, poker and online sports betting will have to give up advertising on television, radio and in public spaces.

While a parliamentary consultation is of course necessary before the new device will not come into force, there is little chance that this ban will not be implemented, given the many limitations that have been put in place in the Netherlands in recent months.

According to Minister of Legal Protection Franc Weerwind, iGaming ads, which were originally designed to redirect players to legal offers, are insufficient as they do not guarantee the protection of vulnerable players.

Today, we took an important step toward further limiting gambling advertising. Advertising is still a way of directing people to the legal offer, but prevention of gambling addiction is in my view more important. The aim is to protect vulnerable groups, including the youngest “, said Franc Weerwind.

Partnerships between operators and sports teams soon to be banned

From January 1, 2024, sponsorship of television programs and sporting events will also be banned for operators. One year later, on January 1, 2025, the flocking of logos attached to online betting sites Which will no longer be permitted. ” A first phase will give those involved in the sports sector the opportunity to find other sponsors. The Kansspelautoriteit will monitor compliance with the new rules and can intervene immediately in case of violations. This can be done, for example, in the form of a warning. If a supplier reoffends, a fine will follow “, warned the Dutch Minister of Legal Protection.

Note that the newspaper NL Times reported that through its scheme, the government is inclined to give sports teams already sponsored by iGaming companies a period of about 30 months to find and sign suitable replacement agreements. Thirty-six-time Dutch soccer club Ajax Amsterdam, which has signed a multi-year commercial partnership with Kindred Group, could be affected by this delay.

Finally, Franc Weerwind claimed that the online marketing and direct marketing will still be allowed, but that the rules will be further tightened to ensure that vulnerable groups are not confronted with such advertising.

Kayleigh Williams