Dutch regulator tightens gambling ad rules for FIFA World Cup
Ahead of the 2026 FIFA World Cup, the Netherlands’ gambling regulator, Kansspelautoriteit (KSA) has warned operators that breaches involving advertising and betting rules will face swift enforcement action.
Ahead of the tournament this summer, the KSA sent letters to licensed operators reminding them of the rules surrounding gambling advertising and betting products. The regulator said it would closely monitor compliance during a period traditionally associated with increased sports betting activity.
In its letter to licence holders, the Kansspelautoriteit restated existing rules prohibiting untargeted gambling advertising and limiting sports sponsorship.
The regulator also reminded operators that certain forms of online betting remain prohibited in the Netherlands. These include so-called micro betting markets, such as wagers on which player will receive the first yellow card or which team will win the first corner kick of a match.
According to the regulator, any violations of these rules would result in “immediate enforcement action”.
Focus on illegal gambling and youth protection
The KSA said it would also intensify oversight of illegal operators and advertising linked to unlicensed gambling services during the World Cup period. Authorities warned that prompt punitive measures would be taken against companies found promoting illegal offerings.
Alongside enforcement, the regulator said it would continue efforts to raise awareness about the risks associated with sports betting, especially among young people.
“KSA points out, among other things, the ban on untargeted advertising and sports sponsorship,” the authority stated.
The Netherlands introduced stricter gambling advertising rules in July 2023, including measures aimed at preventing targeted advertising towards people under the age of 24. However, concerns over compliance have continued. A recent study found that 31 out of 277 gambling advertisements on Meta platforms targeted age groups that included individuals aged between 18 and 23, representing 11.2 per cent of the sample.
The 2023 gambling reforms also introduced restrictions on sponsorship arrangements involving gambling companies, with a complete ban due to begin in 2025.
The current Dutch coalition government has meanwhile proposed a full ban on gambling advertising altogether, while comparing gambling to other tightly regulated sectors such as sex work.
Regulator cites previous tournament spikes
Michel Groothuizen, Chairman of the Board of the Gaming Authority, said the regulator’s decision to strengthen supervision was influenced by betting activity recorded during previous major football tournaments.
“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.
“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.”
The KSA said its objective was to prevent vulnerable consumers from being exposed to increased risks during a tournament period in which sports betting typically experiences strong growth.
International concerns over World Cup betting
The Netherlands is not the only country increasing vigilance around gambling activity linked to the World Cup. Authorities in Indonesia, where all forms of gambling are prohibited both online and offline, have also warned against the risks associated with sports betting during the tournament.
The warnings come amid concerns that illegal online gambling operators displaced by a crackdown in Cambodia have shifted operations into Indonesia.
National Police spokesperson Trunoyudo Wisnu Andiko said authorities were monitoring the situation closely.
“We must jointly anticipate football gambling,” he said, adding that authorities “must not allow this momentum to be exploited for illegal activities that could cause losses”.
The developments highlight growing international concern among regulators and law enforcement agencies over the impact of major sporting events on gambling activity, particularly in relation to advertising practices, illegal operators and the protection of younger consumers.
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