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# Netherlands — Marketing: Can we advertise? | advennt.io

[Jurisdictions](/jurisdictions/) › [Netherlands](/jurisdictions/netherlands/) › Marketing

# Netherlands Gambling — Marketing: Can we advertise?

Key section parameters

Jurisdiction Netherlands (NL)

Regulator KSA

Favourability Unfavourable

Confidence Confirmed

Review status Expert approved · In expert review scope

Last collected 4 Nov 2026

Summary answer

All marketing activities, including those of affiliates, are subject to strict standards set out in the amended BGA and the following secondary legislation (as amended):

Decree recruitment, advertising, and addiction prevention (Besluit werving, reclame en verslavingspreventie kansspelen, “Decree o…

## Full section analysis

All marketing activities, including those of affiliates, are subject to strict standards set out in the amended BGA and the following secondary legislation (as amended):

Decree recruitment, advertising, and addiction prevention (Besluit werving, reclame en verslavingspreventie kansspelen, “Decree on advertising”)

Regulation recruitment, advertising, and addiction prevention (Regeling werving, reclame en verslavingspreventie kansspelen, “Regulation on advertising”)

Some of the advertising restrictions for remote gambling are the following:

It is prohibited to carry out advertising during sporting contests, other than on the licensee’s website, for bets on those particular contests

It is prohibited to use the services of individual athletes or sports teams in advertising activities (use of role models is prohibited)

Remote gambling operators cannot engage in the sponsorship of sports teams or other events (unless the sponsorship is only visible within the confines of targeted online advertising, see below)

A licensee cannot target advertising activities towards young adults or other groups of vulnerable persons. Otherwise, consent must be obtained prior to showing the advertising content and advertising can only take place online.

The licensee will also have to be able to demonstrate that its advertising activities do not target young adults or other groups of vulnerable individuals

As amended by the remote gambling reforms the Decree on advertising defines advertising as any form of communication in which licence holders advocate their services or goods, directly or indirectly, whether or not with the aid of third parties. The amended Regulation of advertising defines sponsorship as the provision of financial or other contributions in return for the neutral mention or display of the licence holder's name, trademark, figurative mark or any other distinctive sign

Note that all operators must undertake a risk analysis of the games they offer, and tailor their advertising, including bonussing, to the risk levels identified. In short, the riskier the game (type) the greater the necessity to moderate the advertising and bonussing. However, there are no particular mandatory conditions, or restrictions, which apply to specific product verticals.

On 1 July 2023 a ban on untargeted advertising entered into force for remote gambling. This effectively bans all advertising for remote gambling except that online where it is permitted subject to the ability of the operator (or third parties acting under their instruction) to filter out vulnerable groups, including young adults (18-23 year olds). This means that an operator must not show any advertising to those who have not given their consent to receive it, those who fall into a category of vulnerable person (including young adults). Then, in relation to the 18-23 year old age range, the operator must be able to demonstrate, per advertising campaign, that 95% of those who saw the advertisement were 24 or older. A transitional regime existed for sponsorship; operators were allowed to sponsor non-sporting activities until 1 July 2024, and sporting competitions and activities until 1 July 2025. This was conditional upon the sponsorship agreements in question having been concluded prior to 1 July 2023.

It has been announced that there will be a complete ban on advertising for remote gambling, thereby spelling the end of the current scope for online advertising. This is detailed in the Regulatory Horizons section.

In addition to the above, the Remote Gambling Advertising Code (Reclamecode Online Kansspelen (ROK) 2021) forms part of the overarching Dutch Advertising Code (Nederlandse Reclame Code) and is a self-regulatory code containing advertising provisions agreed upon by the Dutch gambling sector. Please note that legislation takes precedence over the ROK and that, whilst the NGA is responsible for ensuring compliance with the BGA, the Dutch Advertising Code Committee (Stichting Reclame Code) is responsible for the ROK. Although a form of self-regulation the code is not voluntary, and applies to all operators by virtue of their licensed presence on the Dutch market.

Finally, and in terms of (locally) unlicensed remote gambling offers, the NGA performs periodic research on affiliate marketing for remote games of chance and has imposed cease and desist orders on several entities promoting unlicensed remote games of chance. It is prohibited to advertise locally unlicensed offers.

Lottery: Whilst there is a state monopoly in relation to lotteries, the advertising and marketing of lotteries is permitted subject to strict standards as set out in the amended BGA and subsidiary legislation. Watershed in respect of lotteries is from 06:00 to 19:00 as opposed to from 06:00 to 21:00 as is the case with the marketing of other gambling activities. Given that lotteries cannot be offered on the basis of a remote gambling licence the advertising remote lotteries is also prohibited. Please see General Marketing Overview for further details.

Skill games: Given that skill games, do not qualify as a game of chance therefore falling outside the scope of the BGA, the advertising of skill games is permitted. It is not subject to the BGA, the ROK or any other decree, rules or regulations specifically aimed at the advertising of gambling. It is, however, subject to the Dutch Advertising Code (Nederlandse Reclame Code), which sets out standards relating to advertising generally, and non-gambling related legislation will continue to apply. Skill games are also subject to general consumer protection legislation relating to unfair commercial practices and misleading advertising.