The Kansspelautoriteit (KSA), the Dutch gambling regulator, has expressed its approval of the effectiveness of its ban on gambling sports sponsorships. This ban, initially implemented in July 2023, prohibited untargeted online gambling advertisements. However, a transitional period allowed pre-existing long-term sports sponsorship agreements to continue until July 1, 2025.
Following the full enforcement of the ban on July 1, 2025, the KSA reports a near-total elimination of visible gambling sponsorships in sports. Untargeted advertising, encompassing all publicly visible advertisements aiming for broad reach, was the primary focus of the regulatory action.
The KSA had previously warned gambling operators of increased scrutiny regarding sports sponsorships leading up to the enforcement date. While a few minor infractions were noted in the initial week following the ban’s expansion, the regulator largely considers compliance rates to be high.
The KSA report cites examples of violations, such as the sale of merchandise bearing gambling provider logos on sports club online stores. This serves as a reminder to operators that maintaining comprehensive compliance remains their responsibility, even when external parties are involved in sponsorship arrangements.
