The Kansspelautoriteit has issued a formal written warning to Dutch licence-holders ahead of the 2026 FIFA World Cup, restating existing advertising and product restrictions and pledging immediate enforcement against any operator found in breach during the tournament window.
The letter, sent to domestic operators on 20 May, made clear that the commercial intensity of a World Cup does not alter compliance obligations. The KSA confirmed it will act immediately on any breach it observes.
Advertising and Product Rules
The KSA restated two existing prohibitions: the ban on untargeted gambling advertising, effective 1 July 2023, and the ban on sports sponsorship arrangements, effective 1 July 2025. Both form part of phased restrictions on gambling promotion introduced under reforms to the Remote Gambling Act.
The regulator also reminded operators that certain in-play micro-bet markets are not permitted under Dutch law. It specifically cited bets on which player receives the first yellow card and which team takes the first corner as prohibited market types.
The warning arrives against a backdrop of documented non-compliance. A peer-reviewed study published earlier this month examined 277 gambling adverts placed by licensed Dutch operators on Meta platforms and found that 11.2% targeted users aged 18 to 23. Dutch rules require operators to target only audiences aged 24 and above. The study was independent research rather than a KSA enforcement action, but the findings reinforce the compliance challenges operators face ahead of a high-volume betting period.
Channelisation and Illegal Market Pressure
The KSA concern extends beyond advertising. The regulator confirmed it will also take prompt action against illegal operators and those promoting unlicensed services, and said it will run a campaign raising awareness among young people about the risks of sports betting.
The illegal market share of Dutch online gambling is a known structural problem. Channelisation to licensed operators fell below 50% of total online gambling revenue in the first half of 2025, with illegal operators accounting for close to half of the total Dutch market.
KSA enforcement against unlicensed operators has intensified in 2026. In March, the regulator issued a record EUR 24,846,000 penalty against Novatech for operating illegally in the Dutch market, the largest fine it has ever imposed. In April, the authority submitted more than 4,600 reports to Meta regarding illicit gambling advertisements on Facebook and Instagram.
Groothuizen Sets Out the Rationale
KSA chairman Michel Groothuizen cited data from two previous tournaments to explain the timing of the letter.
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. 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.
Legislative Backdrop and Licence Renewals
The World Cup warning arrives as the Dutch regulatory framework faces significant change. The current coalition government has published plans to impose a full ban on gambling advertising. Claudia van Bruggen, State Secretary for Legal Protection and Prison Services, leads the legislative overhaul of the Remote Gambling Act and has described the existing advertising framework as insufficient.
The KSA has previously warned against the normalisation of gambling as social attitudes shift, a concern that feeds directly into the push for stricter advertising rules under the revised legislation.
The first cohort of five-year licences, granted when the regulated market opened in October 2021, expire in September 2026. The KSA has already demonstrated its willingness to act against licensed operators on compliance grounds, and the regulator has made clear that enforcement history will factor into each operator licence renewal assessment.
With the tournament running from 11 June to 19 July across the United States, Canada, and Mexico, Dutch licence-holders have weeks to confirm their marketing operations are fully aligned with existing rules before the KSA heightened supervisory posture takes effect.
Source: Kansspelautoriteit
