The impact of advertising bans on Dutch online casinos: A closer look at the concerns

The annual Gaming in Holland Conference took place on Thursday, June 6, 2024, with René Jansen, retiring chairman of the Gaming Authority, as one of the keynote speakers. In his last speech as Ksa chairman, Jansen expressed his concerns about the increasing number of advertising bans for games of chance.

The Gaming Authority in the Netherlands is responsible for detecting and dismantling parties that offer and/or promote illegal games of chance. Partly due to various advertising bans for legal online casinos, the Netherlands is an increasingly attractive sales market for illegal online casinos.

“I have already expressed my doubts as to whether the current policy is appropriate,” Jansen acknowledges at the beginning of his speech. He continues to discuss advertisement bans, saying “We must enable gambling providers to offer a suitable and attractive range of games, so that a situation arises in which Dutch players no longer must do business with illegal providers.”

Jansen also believes that current policies are not being made in the Interests of Dutch players, with the number of players who gamble with legal parties expected to fall, spiralling from 90 percent.

Among all the speakers at the annual Gaming in Holland Conference, gambling tax was also a prominent topic, with concerns of sharp rise from 30 percent to 37 in 2025. This would make the Netherlands the most expensive EU country for gambling.

Finalising Jansens’ speech he emphasised the importance of good cooperation between the sector and the policymakers in The Hague, saying “with a viable sector, a high channelisation rate and intensive attention to illegal supply, together we can ensure that legal online gambling in the Netherlands remains a source of entertainment for almost all players.”

In recent years, the Dutch government has taken steps to regulate the online gambling industry in the country. One of the key measures introduced was a ban on advertising for online casinos. This move was aimed at protecting consumers from the potential harms of excessive gambling and to ensure that operators are operating in a responsible manner.

While the intentions behind the advertising ban are noble, there are concerns about its impact on Dutch online casinos. One of the main concerns is that the ban could lead to a decrease in revenue for operators. Advertising is a key way for online casinos to attract new customers and generate income. Without the ability to advertise, casinos may struggle to compete with other operators who are able to promote their services more freely.

Another concern is that the advertising ban could drive players towards unregulated or offshore casinos. If Dutch players are unable to access information about licensed and regulated casinos, they may be more likely to turn to illegal or unlicensed operators. This could expose players to greater risks, as unregulated casinos may not have the same level of player protection measures in place.

Furthermore, the advertising ban could have a negative impact on problem gambling rates in the Netherlands. While advertising can certainly contribute to excessive gambling behavior, it can also be used as a tool to promote responsible gambling practices. By restricting advertising, players may not have access to information about responsible gambling resources or support services.

Overall, the impact of advertising bans on Dutch online casinos is a complex issue with both positive and negative implications. While the ban may help to protect consumers from the harms of excessive gambling, it could also have unintended consequences such as driving players towards unregulated operators and limiting access to responsible gambling information.

Moving forward, it will be important for the Dutch government to carefully monitor the effects of the advertising ban on online casinos and to consider alternative strategies for promoting responsible gambling in the country. By striking a balance between consumer protection and industry sustainability, the government can ensure that Dutch players have access to safe and responsible online gambling options.