VNLOK Warns Dutch Parliament Against Total Gambling Ad Ban Without Black Market Assessment
TL;DR — VNLOK has urged Dutch lawmakers ahead of the September 3 debate not to enact a total gambling ad ban, citing KSA data showing the black market now equals licensed spending. Prior steps since 2021 re-regulation, plus the 37.8% tax rate from January 2026, have already driven migration and cut tax revenue. The body instead seeks targeted ads and new enforcement powers including site blocking.
SCCG Take — Regulators must weigh how ad bans shrink the identifiable legal market and expand illegal share. Targeted advertising paired with stronger enforcement tools offers a more durable path than outright prohibition.
Dutch trade body VNLOK has written to the spokesperson of the House of Representatives to highlight the scale of the illegal gambling sector ahead of a debate on further restrictions for licensed operators. The parliament will discuss potential reforms on 3 September, including government plans for a total ban on gambling advertising.
VNLOK cautions that the black market now matches the licensed market in spending. It is estimated that as much money is involved in illegal providers as within the licensed market. As a result more and more players are losing the picture of supervision, duty of care, prevention measures and assistance.
Black Market Growth After Successive Restrictions
These estimates come from a survey by the Dutch gambling regulator Kansspelautoriteit (KSA) and were confirmed by the government in a press release earlier this year. Players have increasingly turned to unlicensed operators since the online market re-regulated in 2021. Later measures brought strict deposit limits, marketing restrictions and an increased minimum age of play.
Operators also faced a two-phased tax increase that raised gambling duty to 37.8% in January 2026. Subsequent KSA analysis showed that taxes collected decreased after the hike. The pattern mirrors concerns in the UK, where illegal gambling ads have gained prominence. Meta has come under particular scrutiny, with VNLOK previously threatening legal action over continued targeting of Dutch consumers by unlicensed providers.
VNLOK states that advertising must be responsible, restrained and targeted, with special attention paid to vulnerable groups. A total ban on advertising makes it more difficult for consumers to identify legal operators and increases the risk of them turning to illegal gambling sites.
The Case for Stronger Enforcement Tools
The trade body has proposed steps to address what it calls an inadequate KSA toolkit. These include granting website blocking powers, classifying illegal gambling as organised crime and giving the regulator greater influence over the payments sector. VNLOK advises a risk-based approach that examines in detail the effects of any blanket ban and fully accounts for the black market’s role.
As reported by SBC News, the intervention makes clear that further advertising curbs carry measurable risk of expanding the unlicensed sector rather than shrinking it. Policymakers face a direct choice between visible protection measures and those that sustain a competitive legal market.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
When enforcement is weak, banning legal advertising simply hides the funnel — it doesn't dry it up.
We've worked in 30-plus regulated markets, and the pattern is identical: ban visibility, lose control. The Dutch KSA now confirms illegal spend matches legal, driven by ad limits, a 37.8% tax, and zero site-blocking power. That's a roadmap for operators and regulators everywhere watching ad-ban debates gain momentum.
- Black market now equals licensed market in the Netherlands per KSA data
- 37.8% tax rate from January 2026 cut revenue and accelerated player migration
- VNLOK urges targeted ads plus site blocking, not outright advertising prohibition
SCCG angle: SCCG helps operators entering or defending share in tightening European markets by connecting you to compliance advisors, payment partners who can spot gray-channel leakage, and the advocacy networks that shape these debates before the vote. We've been in the room when these policies are drafted.
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