(AsiaGameHub) –   Amid concerns over major shortcomings in existing player protection measures, the Dutch government is considering rolling out stricter gambling advertising regulations, which could include a complete ban on all forms of gambling marketing.

Following inquiries submitted by Congress to State Secretary for Gaming Claudia Van Bruggen, it has now come to light that current gambling venue operators cannot verify via the Cruks system whether all customers receiving their advertisements have voluntarily opted to self-exclude from gambling through this system. In addition, the Cruks platform does not block any user from accessing unlicensed gambling websites.

Van Bruggen directly linked the potential policy shift to player protection, especially for vulnerable users who are trying to quit gambling, stating:

The government is working in alignment with the coalition agreement to further tighten gambling advertising rules, with a key focus on protecting vulnerable groups. At the same time, tools such as Cruks remain restricted to the regulated market. They cannot stop users from accessing illegal providers or fully remove people’s exposure to gambling advertising.

Currently, the Netherlands enforces some of the strictest gambling advertising regulations across Europe. Gradually tightened restrictions on gambling advertising practices have been put in place since the regulated online market launched in mid-2021, including bans on irrelevant advertisements, public-facing marketing, and sponsorships related to sports and other events.

While advertisers are permitted to run targeted advertisements under strict guidelines, recent statements from the government indicate that more adjustments are on the way. Crackdowns on illegal operators will continue to be a core priority for Dutch authorities, though they have acknowledged that national enforcement mechanisms will not work against offshore operators.

The gambling industry has raised substantial pushback against the possible upcoming advertising restrictions. The VNLOK expects that implementing a blanket ban on gambling advertisements would make legal operators completely invisible to gambling consumers.

VNLOK chairman Björn Fuchs argued that visibility is essential to directing players toward regulated platforms, saying:

Dutch gambling policy is deliberately designed around an open, regulated market with strict requirements for duty of care, advertising and supervision. This system only functions if the legal, safe offerings also remain visible to players. A total advertising ban directly undermines this core foundational premise.