René Jansen, the soon-to-be-retired chairman of the Dutch gaming regulator, expressed concern about the ban on online casino advertising. He discussed the topic at the annual Gaming in Holland conference last week.
Jansen pointed to the agency's growing difficulties in policing illegal online casinos. These casinos are using advertising bans on legitimate operators to attract Dutch players through affiliate links and thrive under the restrictions, he said.
“I have already expressed doubts about the effectiveness of current policies,” he admitted.
In an article for Online Casino Amsterdam, Jansen criticizes the regulatory approach in The Hague, particularly the strict rules regarding gambling advertising, including a complete ban on non-targeted advertising. He stressed that legal gaming providers need to advertise aggressively to lure players away from illegal alternatives.
“We must create conditions in which Dutch players will prefer legitimate gaming platforms. This is only possible if they can clearly differentiate between legal and illegal offers, which is not possible without some form of advertising,” he said.
Jansen expressed concern that the current policy does not take into account the interests of Dutch players. He warns that the number of players who choose only legal providers could decline if the process of finding legal options becomes more difficult. Although 90% of players in the Netherlands currently choose legal options, there is a downward trend in this percentage, indicating a move towards the illegal market.
“Policies and legislation must be player-centered and policy decisions must prioritize their interests. Legal gambling options should be easily accessible,” Jansen argued.
This month the Dutch gambling regulator announced updates to legislation in this area. A document has been published that outlines the country's responsible gambling policy.
Participants at a gambling conference have expressed concern over a proposal to increase gambling taxes. If the proposal passes, the tax rate will increase from 30.5% to 37.8% in 2025, making the Netherlands the most expensive EU country for gambling. The proposed increase has drawn strong backlash from trade associations who fear it could destabilize the sector.
A poll taken at the conference found that about a third of participants considered tax increases to be the biggest threat to the industry, while a quarter worried about the expansion of the illicit market. Jansen stressed the importance of collaboration between industry and policymakers to prevent the problem from getting worse.
In a recent SiGMA News article, the Netherlands Online Gambling Association (NOGA) expressed serious concerns about the proposed increase in gambling tax. This coalition includes the Freedom Party, the Freedom and Democracy Party, the New Social Contract Party and the Farmer-Citizen Movement.
“With a robust sector, a high level of regulation and a strong focus on illegal providers, we can ensure that legal online games remain a source of entertainment for the majority of players in the Netherlands,” concluded Jansen.
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