The Kansspelautoriteit has sent a warning letter to Dutch licence holders ahead of the football World Cup this summer. The regulator said existing rules on gambling advertising and sports betting products will remain fully enforceable during the tournament.
The regulator announced that it would concentrate its efforts on gambling advertising, legal betting offers, illegal operators, and promotions linked to unlicensed sites. Any breach, according to KSA, can lead to direct enforcement action.
KSA Moves Before the Tournament Rush
The timing is no coincidence, either. The KSA noted higher betting activity during both the 2022 World Cup and Euro 2024. According to KSA Chairman Michel Groothuizen, major football events give operators a definite reason to find new customers, but protecting players should come first.
Young adults and other vulnerable groups are central to the warning. Groothuizen said operators must keep player protection in focus during a period when betting activity is expected to rise. Dutch gambling legislation has been heading in this direction since the market opened to licensed online operators in 2021.
Ad Limits Remain in Force
The KSA reminded operators that the Dutch ban imposed on untargeted gambling advertising remains valid. In addition, sports sponsorship restrictions are still in effect, even in times of peak interest in football.
This point relates directly to licensed brands. The World Cup offers a chance to target those casual sports fans who may not follow betting products during the rest of the year. At this point, the regulator appears not to consider any defense based on tournament demand.
This warning also applies to illegal gambling advertising. In a separate update on 7 May, the KSA said it made more than 4,600 reports to Meta in April about illegal gambling ads on Facebook and Instagram. This shows the level of attention by the regulator in monitoring social media platforms.
Some Football Bets Are Still Banned
The Dutch regulations do not permit all types of football wagers. The KSA named bets on yellow cards and first corner kicks as examples of online wagering markets that are not allowed in the Netherlands.
The reasons for these restrictions include integrity and player-protection concerns. Event-specific football markets can raise integrity and player-protection concerns, especially during a tournament with constant match coverage.
This subjects licensed operators to dual checks. They have to comply with marketing regulations as well as with the types of bets allowed for the World Cup.
A Tighter Market Backdrop
The alert comes in an especially challenging time for the Dutch industry. Operators have to comply with stricter advertising rules, rising costs for compliance, and heavier taxes. The gambling tax rose from 30.5% to 34.2% in 2025 and increased again to 37.8% from 1 January 2026.
That pressure may make the World Cup commercially tempting. Betting volumes tend to rise during large football championships, which may encourage operators to compete more actively for new customers.
However, the KSA’s latest action suggests that such a tactic can be risky. Dutch authorities want the tournament to test compliance standards, not stretch them.
Takeaways for Market Observers
The World Cup may bring higher traffic, but Dutch operators cannot treat it as a regulatory grey zone. Campaigns, social features, and betting menus will need legal review before launch, because the KSA has already signalled that it is ready to act fast.
