Dutch Gambling Advertising Rules: What Is Actually Allowed in 2026

Since 1 July 2023, under the Besluit ongerichte reclame kansspelen op afstand (Orka Decree), untargeted advertising for online gambling has been prohibited in the Netherlands. This covers mass-media and public-space advertising such as television, radio and billboards, where an advertiser cannot adequately control who is reached. Sponsorship restrictions were introduced in stages: sponsorship of television programmes and events was prohibited from 1 January 2024, followed by a full ban on sports sponsorship by online gambling operators from 1 July 2025, including sports-club and shirt sponsorship.

Targeted advertising through channels such as internet platforms, direct mailing, social media and on-demand media remains permitted under strict conditions. For online gambling advertising, the KSA requires a result obligation that at least 95% of the people reached are aged 24 or older. Operators must continuously monitor the results of their targeting measures and intervene when the required standard is not achieved; if the result obligation is not met, the advertising must stop.

The KSA’s March 2026 guidance further explains how licence holders should document and substantiate their targeting measures and results, including advertising delivered through external platforms and third parties.

Online gambling operators may not use role models in gambling advertising. The category includes influencers, streamers and other online personalities, as well as other people whose public profile can make them attractive for recruitment and advertising purposes. In February 2026, the KSA specifically clarified that influencers, streamers and comparable online personalities fall within the role-model prohibition and called on Dutch licence holders to end such collaborations.

This is not limited to operators. In July 2025, the KSA imposed penalty orders of up to €225,000 each on three companies over Casinoscout.nl, an affiliate casino-comparison website that began promoting a “Best Unlicensed Casinos” section after a change of ownership — complete with logos, marketing copy, review scores and sign-up links. The KSA’s stated concern was that the site did not clearly distinguish licensed from unlicensed operators, risking misleading visitors into assuming everything listed was legal. The regulator has separately investigated affiliate marketing agencies placing paid gambling content with online newspapers, and in April 2026 alone filed over 4,600 reports with Meta concerning illegal gambling advertisements on Facebook and Instagram, often using the names or logos of recognisable Dutch athletes without authorisation. This is precisely why this page functions as an explainer rather than a casino-ranking page.

As of 2026, the Dutch advertising framework remains subject to political and regulatory debate. Proposals for further restrictions, including broader limits on gambling advertising, have been discussed, but proposals should not be confused with rules already in force. CRUKS is used by gambling operators to determine whether someone may access licensed gambling services, but the KSA has noted that departments responsible for mailings and other correspondence do not always have access to the CRUKS register — meaning a CRUKS registration does not guarantee someone will never receive gambling-related marketing communications. Check the KSA’s current published rules for the settled position rather than assuming a proposal already has the force of law.