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The Netherlands is now getting stricter with gambling ads. Starting 1st July 2025, gambling companies cannot sponsor sports anymore. This means no more ads from gambling brands on players’ shirts, stadium banners, or team partnerships.
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This big rule is coming from the Dutch gambling regulator KSA (Kansspelautoriteit), who said they are fully ready to enforce the rule strictly.
No More Sports Promotion by Betting Companies
Till now, some gambling brands were still working with sports teams under old contracts. But now, that transition period is ending. After July 2025, no operator can promote their brand through any sports event, club, league or athlete.
So, if any gambling company still has a deal with any sports team, then they will have to band together.
Why did this rule not come earlier?
Actually, in July 2023 Netherlands had banned untargeted gambling ads. Meaning, gambling ads were not allowed in public places like billboards, TV, radio, and internet where everyone can see the ads.
But sports sponsorship was given an extra time so that the existing contracts could be concluded. Now that time is also ending.
Strict Action if Rules Are Broken
KSA has said that it will closely monitor the market. If any company tries to break the rules, immediate action will be taken against them.
KSA Chairman Michel Groothuizen also warned:
“In other countries with similar bans, we’ve seen operators attempt to creatively circumvent the law. That will not be tolerated in the Netherlands. This legislation was enacted to protect young adults and other vulnerable groups by preventing their exposure to gambling advertisements, regardless of the source. We will be vigilant in upholding that protection.”
Is there a discussion with the gambling industry?
Yes, KSA has said that it is having an open discussion with trade associations. But the main objective of the law will not change. Exposure to gambling ads should not reach children and young adults – this is the focus.
Gambling operators have been told to review their sponsorship deals quickly so that everything is cleared before July.
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