As the FIFA World Cup approaches, regulators in the Netherlands and Belgium are reinforcing restrictions on gambling advertising and promotional activities. This aims to ensure player protection. Additionally, it aims to ensure regulatory compliance throughout the tournament.
Dutch Regulator Warns Operators Ahead of Tournament
The Dutch Gaming Authority (Ksa) has stepped up oversight of gambling advertising and sports betting. They have done so by issuing reminders to licensed operators regarding existing regulations.
The regulator emphasized that untargeted gambling advertising and sports sponsorships remain prohibited in the Netherlands. It also reminded operators that certain betting markets, including wagers on yellow cards and first corner kicks, are not permitted under Dutch law.
According to the Ksa, any violations will be met with immediate enforcement action. The authority is also increasing scrutiny of illegal operators and advertisements linked to unlicensed gambling services. During the World Cup, additional efforts will focus on educating consumers about gambling-related risks. In particular, this will cover young adults and other vulnerable groups.
Ksa Chairman Michel Groothuizen noted that previous major football tournaments, including the 2022 World Cup and UEFA Euro 2024, led to increased gambling activity. While operators may seek to capitalize on heightened interest during the event, he urged them to prioritize player protection. He also urged strict compliance with applicable regulations.
Belgium Reinforces Bonus and Advertising Restrictions
Meanwhile, Belgium’s Gaming Commission has reminded operators of the requirements set out under Articles 60 and 61 of the country’s Gambling Act.
The regulator reiterated that bonuses and promotional incentives are prohibited. This includes free game credits, promotional rewards, and other benefits intended to influence player behavior. It also includes benefits meant to attract new customers, or retain existing ones. The Commission also referred operators to guidance issued in September 2024 clarifying the application of Article 60.
In addition, the Commission reaffirmed that gambling advertising is generally prohibited unless explicitly allowed under the Royal Decree of February 27, 2023.
Increased Monitoring During the World Cup
Both regulators have indicated that compliance monitoring will intensify throughout the tournament. Belgian authorities stated that inspectors will closely track operator activity. They seek to prevent consumers from being exposed to unauthorized promotions or advertising practices.
The coordinated reminders reflect a broader regulatory focus on safeguarding vulnerable players. In addition, they aim to prevent excessive gambling participation. They also aim to maintain a fair and compliant gambling market during one of the world’s most-watched sporting events.
