The Netherlands is edging closer to some of Europe’s harshest gambling restrictions yet. Justice and Security State Secretary Claudia van Bruggen has put forward proposals that would ban iGaming advertising and bonuses outright, tightening an already stringent regulatory environment that’s been progressively squeezed over the past decade.

What the New Proposals Actually Mean

If passed, these measures would mark a significant escalation beyond what’s already in place. The government wants to impose stricter deposit limits, implement affordability checks before play, and give regulators real power to block unlicensed operators directly. There’s also talk of reshaping self-exclusion: voluntary bans would become indefinite unless players actively request removal, and family members could trigger exclusions on behalf of loved ones.

The logic is straightforward enough. Dutch policymakers point to concerning harm metrics since the market reopened, particularly among younger players, and argue that removing advertising incentives and promotional offers would reduce problem gambling rates.

The Black Market Problem Nobody’s Talking About

Here’s where it gets interesting, though. Critics are raising a legitimate concern that’s been backed by evidence from other jurisdictions: blanket bans often drive players toward unlicensed operators rather than away from gambling altogether. When legal operators can’t advertise or offer competitive promotions, illegal sites become more attractive by comparison. That’s the opposite of consumer protection.

The Dutch Lottery has already warned lawmakers about the economic fallout. Recent tax increases have hurt licensed operators’ competitiveness. Layer a complete advertising ban on top of that, and you’re looking at an industry operating with one hand tied behind its back while black market competitors face no such restrictions.

What Happens Next

These proposals will now be drafted into formal legislation for parliamentary deliberation. The Dutch have form on this: they’ve already banned untargeted advertising and restricted sports sponsorships involving gambling companies. Personality-based promotions targeting younger audiences are already prohibited.

The government’s intentions aren’t in question. But whether regulation by sledgehammer actually protects consumers or simply shifts the problem elsewhere remains the real question facing Amsterdam.