Regulators in the Netherlands and Belgium are tightening their grip on gambling marketing ahead of the World Cup. Both authorities have issued formal reminders to licensed operators about advertising compliance and the promotional restrictions they need to follow.

Tighter Controls on Sports Betting Promotions

The Dutch Gaming Authority has sent letters to operators reinforcing longstanding rules that prohibit untargeted advertising and sports sponsorships. They’re also reminding licensees that certain betting markets, including wagers on yellow cards or first corner kicks, fall outside the scope of permitted offerings under Dutch law.

Michel Groothuizen, Chairman of the Gaming Authority, acknowledged the commercial appeal of major sporting events but signalled zero tolerance for rule breaches. The authority will deploy additional resources during the tournament to monitor compliance and will take immediate enforcement action against violations. Particular attention is being directed toward unlicensed providers and advertising that promotes unauthorised offerings.

Belgium’s Bonus and Incentive Crackdown

Belgium’s Gaming Commission has also issued guidance reiterating restrictions under Articles 60 and 61 of the Gambling Act. The Commission is specifically targeting promotional bonuses in all forms, including free game credits, deposit incentives, and retention bonuses designed to influence player behaviour. These restrictions apply broadly across the licensed market.

The Commission recalled existing guidance from September 2024 that clarifies how Article 60 should be applied in practice. Advertising of games of chance, meanwhile, remains prohibited except in narrowly defined circumstances specified under the Royal Decree of February 27, 2023.

Tournament Monitoring and Player Protection Focus

Both regulators will conduct heightened monitoring throughout the World Cup period. Inspectors will focus on protecting vulnerable players and younger audiences from exposure to non-compliant marketing practices. It’s about keeping the regulated market’s operational integrity intact.

The Dutch Gaming Authority noted that previous major tournaments, including the 2022 World Cup and 2024 European Championship, saw significant increases in gambling activity. They expect similar patterns this time around and are positioning themselves to enforce rules consistently, even as competitive pressure on operators intensifies during peak sporting events.