Gambling advertisement regulations in the Netherlands are already among the strictest in Europe. Online gambling ads cannot target young adults between the ages of 18 and 23. In addition, operators must be able to show that at least 95% of internet advertising reaches adults aged 24 or older.
Meta Data Raises Compliance Questions
According to a recent study based on Meta’s Ad Library, the policy works quite well in many instances, yet not to perfection. Researchers examined 277 gambling ads placed by Dutch licensed operators. It turned out that 31 ads, or 11.2%, had targeting settings with users aged 18 to 23.
The difference in gambling licensees was stark. Online gambling licensees demonstrated a compliance rate of 92.7%, while ads from offline licensees had a compliance rate of 70.2%.
These findings might seem awkward for the regulators, as the Dutch system relies on targeted digital controls. The inability to properly filter the audience can lead to further restrictions.
Age Policy Is Moving Back Into Debate
The issue comes as Dutch policymakers face renewed pressure over whether current protections go far enough for young adults. The situation in Enschede has made its mark on this debate. Local government officials and social services professionals have linked debt issues among the youth to easy access to credit, mobile marketing, and online betting exposure.
CDA councillor Meryam Sümer has called for raising the legal age for online gambling from 18 to 24. That would match the age group already treated as vulnerable under ad rules. Higher minimum age limit proponents see it as a much neater way to reduce risk exposure before financial habits stabilize.
Yet, it may sound easier than it is to enforce such a rule. Dutch authorities have warned previously that a high age wall could drive young people to use offshore sites. Unlicensed operators do not adhere to Dutch duty-of-care rules. They also sit outside national data systems, making harm harder to track.
Enforcement May Be Safer Than a Broad Ban
The policy choice is now between two risks. A higher age limit might make it difficult for young adults to access the legal market. Such an increase could push some young adults toward unlicensed sites. With a softer approach, the door to the legal market remains open, but stricter controls will need to be placed on ads, payments, and operator behavior.
As the Meta research suggests, the path to follow is enforcement. As long as licensed brands can be audited through the use of ad libraries, regulators can have enough evidence for detecting any loopholes. The following steps to take would be tougher penalties for breaches and better filtering at the platform level.
The Dutch case could also be relevant beyond the Netherlands. It may interest other European regulators that are trying to protect young adults without weakening channelisation.
Expert View
The Netherlands does not need another symbolic rule if existing protections are still poorly applied. The sharper move would be to make ad compliance visible, measurable, and costly to ignore. If that fails, the argument for tougher age limits will become much harder for the industry to resist.
