Dutch trade bodies urge more advertising in new gambling policy

The Licensed Dutch Online Gambling Providers (VNLOK) and the Netherlands Online Gambling Association (NOGA) are advocating for expanded advertising opportunities for licensed operators, emphasizing this as part of their recommendations for forthcoming regulatory changes in the gambling sector.

On March 19, the Dutch government will convene a round-table discussion focused on its proposed new gambling policies, which will include insights from various stakeholders, such as licensed operators, relevant trade associations, and the regulatory body, Kansspelautoriteit (KSA).

Teun Struycken, Minister for Legal Protection in the Netherlands, announced in December that the government is actively working on new legislation and aims to roll out a revised gambling bill by the end of 2025.

In their submission to the government, VNLOK and NOGA outlined several critical recommendations, centering on player protection and strategies to combat unlicensed gambling activities. This aligns with current trends in the industry, where responsible gambling and consumer protection are paramount.

Advertising Should Prioritize Legal Operators

Among their key recommendations, VNLOK and NOGA urge the government to reject any proposals for an outright ban on gambling advertising. Minister Struycken has indicated that forthcoming advertising regulations will “severely limit” the appeal of online gambling. Yet, the current advertising restrictions imposed since mid-2023 have led to significant declines in web traffic to licensed platforms, with studies by the KSA indicating drops between 50% and 75% in monthly visits.

In response to this data, VNLOK and NOGA are advocating for “sufficient” advertising opportunities for licensed operators, which will clearly differentiate legal platforms from illegal ones. They assert, “Players must know where to find legal offers to mitigate the rise of illicit operations. Legal providers should have the ability to advertise responsibly and effectively.”

Additionally, the organizations are pressing for the extension of advertising regulations to encompass social media platforms. They emphasize the necessity for KSA to wield greater authority to counteract illegal targeting of players on these platforms.

Moreover, VNLOK and NOGA propose that licensed operators should gain access to the Cruks self-exclusion system, ensuring that individuals who have opted out of gambling do not receive any promotional content.

Enhancing the Effectiveness of Cruks

In regard to the Cruks system, VNLOK and NOGA presented several recommendations aimed at strengthening its implementation. While acknowledging its success since the legal market’s emergence in 2021, they contend that enhancements are necessary. Notably, they propose that the new policy mandate operators to provide aftercare services for players who resume gambling following a Cruks exclusion, fostering responsible gambling behaviors in the long term.

Furthermore, VNLOK and NOGA advocate for increased support to facilitate Cruks registration, ensuring players are aware that this option only curtails access to legal gambling sites, thereby necessitating additional measures to block unlicensed sites.

Combating Illegal Gambling Operations

Expanding on the issue of unlicensed gambling activities, VNLOK and NOGA have proposed further measures targeting illegal operators within the Netherlands. Their suggestions emphasize empowering the KSA with enhanced enforcement capabilities.

“The KSA should adopt a more stringent approach against entities endorsing illegal gambling, including banks, advertising channels, and suppliers of gambling content,” VNLOK and NOGA assert. “The regulatory powers of the KSA must be broadened to sharpen the fight against illegal gambling.”

To address this, the organizations are calling for the establishment of a dedicated task force against illegal gambling, tasked with developing a comprehensive action plan to effectively manage the situation.

Additionally, they urge the government to reconsider the planned increase in gambling taxation, set to be phased in starting next September, citing concerns from various sectors regarding its potential negative effects on the legitimate market.

Both VNLOK and NOGA also demand further investigation into the proposed increase of the minimum betting age to 21, particularly for high-risk games such as online slots. The organizations seek a thorough analysis of the measure’s potential impact and unintended consequences, as well as an examination into the experiences of minors, a demographic they feel has been neglected in recent discussions.

Helma Lodders, chairwoman of VNLOK, will present these pivotal recommendations at the upcoming roundtable discussion.