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The Dutch gambling regulator has told licensed betting operators to stay within advertising and product rules before the 2026 FIFA World Cup, when betting activity is expected to rise.
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Kansspelautoriteit, the Dutch gambling authority known as KSA, has put licensed operators on notice before next year of heavy World Cup betting traffic.
The regulator sent a letter to domestic licence holders reminding them that Dutch gambling law still bans untargeted advertising. Sports sponsorship also remains tightly restricted after the 2023 ad reforms, with a full stop from 2025.
KSA also pointed operators back to product rules. Certain micro bets are not allowed in the Netherlands, including wagers on the first yellow card or the first corner. Those markets often become popular during football tournaments, but Dutch rules do not permit them.
The regulator framed the warning around youth protection and vulnerable players. Gambling ads were restricted in July 2023, including rules designed to keep targeted ads away from people under 24. However, a recent study found that 31 of 277 Meta gambling ads, or 11.2%, targeted age groups that included 18 to 23-year-olds.
Illegal operators also sit inside the World Cup plan. KSA said it will act quickly against unlicensed sites and companies that promote them. It also plans more public awareness around sports betting risks for young people.
The warning comes as the Dutch coalition government considers a full gambling ad ban. Officials have also compared gambling to sex work in recent policy discussions, showing how far the tone has changed in the Netherlands.
KSA chairman Michel Groothuizen pointed to past tournament betting spikes as the reason for early action.
“We saw at the 2022 World Cup and 2024 European Championship that gambling increased. This makes it attractive for companies to attract new players during that period,” he said.
Groothuizen added:
“While I understand this, I strongly urge providers to remain mindful of the protection of young adults and other vulnerable groups, and to adhere to the applicable rules. If we observe that this is not happening, we will take immediate action.”
KSA also kept its message plain in the operator letter: “KSA points out, among other things, the ban on untargeted advertising and sports sponsorship.”