The Dutch Gaming Authority (Kansspelautoriteit/KSA) announced that it is preparing to tighten its supervision of its new rules on advertising and gambling sponsorships in sports. Set to come into force later this year, the latest set of restrictions will prohibit operators from sponsoring teams and athletes.
The Netherlands to End Gambling Sponsorships
The upcoming measure is a part of the Netherlands’ phased approach to reducing its citizens’ exposure to gambling content and thus preventing problem gambling. These efforts commenced on July 1, 2023, when the country opted to ban all non-targeted advertising for online gambling.
As mentioned, the KSA adopted a phased approach, opting to gradually phase out various kinds of non-targeted ads. The idea was to provide sports clubs with ample time to adapt to the new changes and to serve the remainder of the partnerships. However, from July 2025, such sponsorship deals will no longer be permitted in the Netherlands.
As a result, individual athletes, clubs and competitions will no longer be allowed to form partnerships with gambling operators and promote their services or distribute branded merchandise featuring operators’ logos.
The Regulator Will Remain Vigilant
As the end of sports sponsorships draws near, the KSA warned that it will be very strict in enforcing the new rules. In its official release, the regulator warned that it will be extra vigilant and will not hesitate to act if it identifies a violation.
As the ban approaches, the KSA is in talks with industry associations about its impact. The authority said that it remains open to questions that may be relevant to the gambling industry.
Michel Groothuizen, the KSA’s chairman, commented on the matter, saying that the regulator is aware that operators in different countries with similar bans have sought creative ways to circumvent the ban. He said that this will not be the case in the Netherlands, where the law has been designed specifically to shield younger players and vulnerable groups from harm.
Groothuizen reaffirmed the KSA’s promise to remain vigilant and ensure that operators and athletes are compliant.
KSA Continues Its Regulatory Oversight
In other news, the KSA recently vowed to double down on its efforts against the black market, vowing to oppose any online operators targeting Dutch players without the necessary license. The regulator furthermore asked players to report any illegal apps and join the war on illegal gambling.
Shortly after that, the authority cracked down on illegal land-based operations, vowing to tighten its oversight to prevent black market slot gaming and seize the illegal machines when possible.