Gambling Sponsorship Ban in the Netherlands: Stricter Enforcement Ahead
The ban on sports sponsorship by gambling companies in the Netherlands will take effect on July 1, 2025. Leading up to this, the Dutch Gambling Authority (Ksa) has announced it will tighten its supervision of advertising rules related to sports sponsorship.
On July 1, 2023, a ban on untargeted advertising for online casinos was implemented. Since then, gambling advertisements for online casinos on television, radio, and in public spaces have disappeared. A year later, the second phase of the advertising ban was introduced, preventing gambling companies from sponsoring events like festivals, and programs on television and radio.
The third and final phase is the ban on sports sponsorship by gambling companies, which will come into effect on July 1, 2025. This transition period was chosen because sports sponsorships often involved longer-term contracts. However, these contracts are expiring this summer. From that point on, it will no longer be permitted to sponsor athletes, clubs, and competitions.
Enhanced Oversight
The Gambling Authority announced on Thursday that it will intensify its monitoring of compliance with the ban on sports sponsorship. It has also sent an information letter to all license holders in the Netherlands. The regulator stated that it will be extra vigilant for violations this summer and will take immediate enforcement action.
Additionally, the Ksa is in discussions with industry associations about the impact of the ban and any related questions. It has also created a page on its website with frequently asked questions about the ban. This includes the prohibition of releasing merchandise after July 1, 2025.
To comply, providers can choose to destroy or retrieve any remaining merchandise. Sponsored materials may also no longer be used after the ban is implemented.
While gambling companies in Belgium are attempting to circumvent similar bans to maintain a presence in football, this is not expected to be the case in the Netherlands. Michel Groothuizen, chairman of the Ksa, indicates that they will closely monitor compliance with the ban:
“In other countries with a similar ban, we see gambling providers trying to circumvent the ban in creative ways. As far as I am concerned, that is not an option in the Netherlands. This law was created to protect young adults and other vulnerable groups. This is done by preventing them from being exposed to gambling advertising, regardless of who the advertising comes from. We, as the Ksa, will be very strict about this.”
Michel Groothuizen, Dutch Gambling Authority
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