Dutch authority cracks down on media promoting illegal iGaming ads
The Dutch Gambling Authority, Kansspelautoriteit (KSA), has intensified its crackdown on online magazines, newspapers, and marketing agencies promoting illegal gambling websites. Following a six-month investigation, the regulator has uncovered repeated violations, particularly the promotion of gambling platforms that bypass Cruks, the Netherlands’ national self-exclusion register.
Cruks bypass a key concern
The KSA found several unlicensed online casinos being advertised as not connected to Cruks. Cruks is a tool that allows players struggling with gambling addiction to voluntarily block themselves from all legal Dutch gambling platforms. Once registered, users are automatically denied access to licensed operators. Advertising platforms that bypass Cruks directly target vulnerable individuals, which the KSA describes as “extremely harmful.”
Repeat offenders in the media supply chain
Despite earlier warnings and formal letters sent to publishers, the KSA has detected continued non-compliance. These violations are not only limited to the original media outlets but also extend across the advertising supply chain. In response, the KSA has committed to a more aggressive enforcement strategy against all involved parties.
The authority will now begin probing marketing agencies that accept payments to place these unlawful ads in local media. This broader focus aims to disrupt the networks facilitating illegal gambling promotions.
Agencies face regulatory referrals
To strengthen enforcement, the KSA plans to report violators to external regulatory bodies, including the Netherlands Authority for Consumers and Markets (ACM) and the Dutch Advertising Code Foundation (SRC). These agencies are responsible for monitoring fair marketing practices and consumer protection.
The KSA also intends to consult with trade bodies and media outlets to clarify compliance expectations and prevent further infractions. The authority reserves the right to impose financial penalties if illegal advertising continues.
Fines issued to gambling promoters
In a recent move, the KSA imposed weekly fines of €75,000 on three entities—SBM Holding Group, Sun Block Media Labs 2.0, and JEF Holdings. These penalties will remain in effect until the companies cease promoting unlicensed gambling operators.
This enforcement action demonstrates the regulator’s commitment to protecting Dutch consumers and upholding the country’s strict gambling laws.
Advertising ban may expand
The KSA continues to advocate for stricter advertising regulations. The regulator suggests that all gambling-related advertising, whether from licensed or unlicensed operators—should be banned unless explicitly permitted by law.
This potential shift would further restrict the media’s role in gambling promotion and limit the exposure of at-risk individuals to gambling content.
Key areas of focus for the KSA in 2025
Earlier this year, the KSA identified four main priorities, preventing minors from participating in gambling, combating illegal operations, controlling advertising activities, and expanding player protection obligations for all gambling operators.
In particular, illegal gambling includes activities without a licence or outside the framework established by the KSA. Such operations pose risks to players due to the lack of oversight. The regulator plans to step up efforts to identify illegal operators, with a particular focus on websites, influencers and affiliates promoting illegal gambling.
Protection responsibilities imply an obligation on operators to protect users from potential harm, such as addiction and financial loss. The introduction of limits is consistent with this priority but focuses on combating illegal operators.
