KSA Warns Dutch Operators of Strict Ad Rules Before World Cup

KSA Warns Dutch Gambling Operators of Immediate Enforcement Ahead of World Cup – Advertising and Betting Rules Face Stricter Oversight

Key Takeaways

• The Dutch gambling authority KSA has warned licensed operators that supervision of advertising and sports betting will intensify ahead of the World Cup.
• Operators face immediate enforcement action if they breach advertising or sponsorship rules.
• Certain football betting markets, including first corner kick and player bookings, remain prohibited in the Netherlands.
• The regulator is focusing on the protection of young adults and vulnerable groups during the tournament period.
• Recent tax increases and enforcement actions have added pressure to the Dutch online gambling market.

KSA Increases Supervision of Advertising and Sports Betting Before the World Cup

The Netherlands Gambling Authority, Kansspelautoriteit KSA, has informed licensed operators that it will intensify its oversight of advertising and sports betting activities during this summer’s World Cup. In a letter addressed to Dutch license holders, the regulator reminded companies of the country’s strict rules governing gambling advertisements and sponsorship agreements.

According to the KSA, any violation of these rules will result in immediate enforcement action. The authority made clear that heightened marketing activity around major football tournaments does not exempt operators from compliance obligations.

Michel Groothuizen, Chairman of the Board at the KSA, stated that previous international tournaments led to increased gambling activity. He noted that events such as the 2022 World Cup and the 2024 European Championship saw a rise in betting participation. This pattern, he said, makes large tournaments attractive periods for companies seeking to attract new players. However, he urged operators to remain mindful of their duty to protect young adults and other vulnerable groups.

Restrictions on Specific Football Betting Markets Remain in Place

The Netherlands does not permit all forms of online sports betting. The KSA reiterated that certain football betting markets are explicitly prohibited. These include wagers on the first corner kick in a match and bets on player bookings.

For international users comparing betting platforms, this means that even licensed Dutch operators cannot legally offer the full range of in-play or micro markets commonly available in other jurisdictions. Operators active in the Netherlands must ensure that their product offerings align with the country’s regulatory framework, particularly during high profile tournaments when betting volumes typically rise.

The regulator’s reminder suggests that product compliance will be reviewed alongside advertising practices in the lead up to and during the World Cup.

Focus on Advertising, Sponsorship and Social Media Features

The KSA has emphasized that advertising and sponsorship rules remain a central enforcement priority. In recent months, the authority has taken action against several operators for breaching marketing regulations. TonyBet, Kansino and Betcity have all received warnings related to advertising practices.

In addition, the regulator has banned a feature known as “Share your bet”, which allowed users to share their wagers via social media platforms. The move reflects the KSA’s position that gambling promotion through social channels can increase exposure among young audiences.

The authority has also contacted European football clubs over advertising rules that were not met during UEFA Champions League and Europa League matches involving Dutch teams. These actions indicate that compliance monitoring extends beyond domestic campaigns and includes cross border exposure where Dutch consumers may be targeted.

With the World Cup approaching, the KSA’s latest communication signals that similar scrutiny will apply to tournament related marketing, sponsorship visibility and online promotions.

Market Pressure After Tax Increases and Major Fines

The warning comes at a time of financial and regulatory pressure on the Dutch online gambling sector. In 2025, online gaming revenues in the Netherlands fell by 18.5 percent year on year. This decline followed an increase in gambling tax from 30.5 percent to 34.2 percent in January 2025. The tax rate has since risen further to 37.8 percent this year.

Alongside higher taxation, the KSA has imposed significant penalties for non compliance. The authority issued a record fine of 25 million euros against illegal operator Novatech. These enforcement measures underline the regulator’s active approach to market supervision.

For licensed operators, the combination of rising tax rates, revenue pressure and strict enforcement creates a more challenging operating environment. Tournament periods such as the World Cup may offer increased betting activity, but they also attract intensified regulatory attention.

Protection of Young Adults as Central Regulatory Objective

A key theme in the KSA’s communication is the protection of young adults and vulnerable groups. Groothuizen stressed that while increased interest during major tournaments is understandable from a commercial perspective, operators must continue to adhere strictly to applicable rules.

The regulator’s reference to previous tournaments highlights its expectation that gambling participation will rise again during the World Cup. In that context, advertising content, targeting methods and promotional intensity are likely to be assessed against existing consumer protection standards.

For users evaluating Dutch licensed platforms, this focus may translate into more restrained advertising campaigns and tighter controls on how betting opportunities are presented during the tournament.

Our Assessment

The KSA’s latest warning confirms that the upcoming World Cup will be subject to heightened regulatory oversight in the Netherlands. Licensed operators are reminded that strict advertising and sponsorship rules apply without exception, and that certain football betting markets remain prohibited. Combined with recent tax increases, revenue declines and high profile enforcement actions, the announcement underscores the regulator’s active role in shaping the Dutch online gambling market during major international sporting events.