Netherlands Prepares for Sports Sponsorship Ban Amid Regulatory Concerns
Dutch authorities are tightening gambling advertising rules, but a full ban is not on the table. Teun Struycken, the state secretary for legal protection, emphasized the need for player protection while acknowledging the risk of companies circumventing restrictions. Lawmakers worry that operators may follow Belgium’s example, where gambling brands found ways to bypass sponsorship bans.
Belgium’s Workarounds Raise Concerns
Belgium recently banned sports teams from displaying gambling sponsors on jerseys. However, some businesses found ways around the rule.
For example, Club Brugge now promotes “U-experts,” an app linked to Unibet’s gambling services, while Cercle Brugge replaced “Golden Palace Casino” with “Golden Palace News.”
Dutch lawmakers fear similar tactics may emerge in the Netherlands.
Upcoming Ban on Sports Sponsorships
Starting July 1, the Netherlands will ban sports sponsorships from licensed gambling providers.
The Kansspelautoriteit (KSA) has warned operators that they remain responsible for compliance, even when third parties promote their services. Regulators remain vigilant as companies may try to sidestep restrictions.
Authorities Push for Stronger Oversight
Struycken acknowledged these risks and assured lawmakers that the gaming authority would take action if companies attempted similar strategies.
“I cannot rule out that there are parties in the Netherlands that will try to display sponsor names or logos related to their gambling company in a similar way as in Belgium. If this happens, the gaming authority will use all legal means to prevent or stop this,” he said.
Regulators Reject a Full Advertising Ban
Despite concerns, both Struycken and the KSA oppose a complete ban on gambling advertising. Regulators argue that players must have clear guidance on legal gambling options.
Instead, they propose a “prohibited unless allowed” approach, where advertising is banned by default unless explicitly permitted.
Challenges in Protecting Minors from Gambling Ads
Struycken also addressed concerns about minors seeing gambling advertisements.
He acknowledged the risks but noted that as long as sports sponsorships remain legal in other countries, completely shielding young audiences is unrealistic.
Balancing Regulation and Industry Compliance
The ongoing debate underscores the difficulty of balancing responsible advertising, regulatory enforcement, and industry compliance.
While the Netherlands prepares to enforce stricter rules, regulators remain cautious about the unintended consequences of a complete ban.
