Dutch online gambling trade body VNLOK has called on parliament not to impose a total advertising ban ahead of a Thursday debate on industry reform. The association warned that the illegal sector now matches the licensed market in turnover, and further restrictions will push players to unlicensed sites.
The House of Representatives will discuss gambling reforms on 3 September. The government is pushing for a complete ad ban. VNLOK cited data from regulator Kansspelautoriteit showing illegal market volume has reached parity with the legal one. The problem worsened after online re-regulation in 2021 and a series of restrictions: deposit limits, marketing bans, a raised minimum age. In January 2026 the tax rate rose to 37.8% and revenue dropped as players moved offshore.
A separate issue is illegal operator ads on social media. VNLOK recently threatened Meta with legal action over Facebook's failure to block unlicensed gambling ads targeting Dutch users.
The association proposed a balanced approach: restrict advertising but do not ban it outright, so players can identify legal brands. VNLOK demanded KSA be given site-blocking powers, that illegal gambling be classed as organised crime, and that payment transactions be monitored. Without accounting for the black market, the legal sector will lose competitiveness and players will lose protection.
