Adverts for online gambling on radio, television and at outdoor locations such as bus shelters will be banned from July 1, legal protection minister Franc Weerwind confirmed to MPs on Wednesday.

The aim, said Weerwind, is to protect children and people who are addicted against the risk of online gambling, which has surged in popularity since its legalisation in October 2021. In total 24 companies now have licences to target Dutch punters.

Advertising on internet, on demand tv and in junk mail remains an option under strict conditions. Companies have to be able to show that 95% of the advertising reaches the over-23s and people should have the option to opt out of receiving it.

Sponsoring will also be covered by the rules but there will be a transition period. The sponsorship of television shows and events will be phased out by July 2024 and sports club sponsorship will end in 2025, Weerwind said.

Famous faces

Last year former footballers and other famous faces were banned from appearing in adverts for online gambling companies following concerns about the number of youngsters picking up the habit. In particular former footballers had been prominent in television commercials for betting and online casino website.

The ban on sports sponsorship will also be a blow to football clubs. Last year Ajax signed a sponsorship deal with online gambling company Unibet. And according to website SportNext.nl, most Dutch Eredivisie clubs are sponsored by gambling companies to some extent, including 10 which are linked to Toto.

In March, Dutch gambling regulator Kansspelautoriteit fined five gambling firms a total of €26 million for operating illegally in the Netherlands. The fines range from €900,000 to €12 million and are based on an estimate of the earnings the companies have generated from their Dutch operations. All five are based on Malta.