TLDR
- The Netherlands’ gambling regulator KSA has sent warning letters to licensed operators ahead of the 2026 World Cup, reminding them that advertising restrictions remain fully in force.
- Certain football betting markets, including wagers on first corner kicks and player bookings, remain banned in the country.
- The KSA is increasing scrutiny of gambling promotion on social media, including “share your bet” features.
- Dutch operators are already facing steep tax increases, with gambling levies rising to 37.8% in 2026, and industry revenues dropped 18.5% after the first hike.
- The regulator recently issued a record €25 million penalty to illegal operator Novatech and has taken action against several licensed brands over marketing practices.
The Netherlands is tightening its grip on gambling operators as the 2026 World Cup approaches. The country’s regulator has made clear that aggressive marketing during the tournament will not be tolerated.
The Kansspelautoriteit, or KSA, sent warning letters to all licensed operators this week. The letters remind companies that Dutch advertising restrictions apply in full during the World Cup period.
KSA Puts Operators on Notice Over World Cup Marketing
KSA chairman Michel Groothuizen said the regulator understands why operators see major tournaments as chances to attract new customers. But he stressed that consumer protection comes first.
The regulator is paying close attention to young adults and vulnerable players. These groups have become a central focus of Dutch gambling reform efforts in recent years.
Major football tournaments have historically driven sharp increases in betting activity across Europe. The KSA observed this pattern during the 2022 World Cup and Euro 2024, when casual bettors entered the market in large numbers.
Certain types of football bets remain completely banned in the Netherlands. These include wagers on first corner kicks and player bookings.
Regulators say those markets are more vulnerable to manipulation and problem gambling. Operators have been warned that offering these bets during the World Cup could trigger immediate enforcement.
The KSA is also cracking down on gambling promotion through social media. This area has been a repeated source of tension between operators and Dutch authorities.
Earlier this year, the regulator targeted “share your bet” features. These tools encouraged users to post their wagers online, which the KSA said blurred the line between gambling and social engagement.
The crackdown has reached beyond Dutch borders as well. European football clubs were contacted after concerns arose about gambling advertising visible during UEFA competitions involving Dutch teams.
Tax Hikes and Falling Revenue Add Pressure
The regulatory pressure comes at a difficult time for the Dutch gambling industry. Operators have been hit by a series of steep tax increases.
Gambling levies rose from 30.5% to 34.2% at the start of 2025. They then climbed again to 37.8% this year.
Industry revenues reportedly fell 18.5% year-on-year after the first tax increase. That drop has added strain to a market already dealing with tighter compliance rules and stricter advertising controls.
The KSA has built a reputation as one of Europe’s most interventionist gambling regulators. The authority recently handed illegal operator Novatech a record €25 million penalty.
Licensed brands including TonyBet, Kansino, and BetCity have also faced scrutiny over their marketing practices.
Dutch authorities appear determined to prevent a repeat of previous tournament cycles. In past events, aggressive promotions flooded social media and betting participation grew faster than regulators could keep up.
For operators hoping the World Cup will help offset slowing growth and heavier taxation, the message from the KSA is direct. Commercial opportunity will not be accepted as an excuse for regulatory breaches.
