Gambling Ad Bans Face Scrutiny as Illegal Operators Retain Online Reach

Netherlands 16 September 2026, 17:21

The Netherlands’ proposed ban on online gambling advertising has renewed questions about how far advertising restrictions can go in protecting consumers without weakening the regulated market.

Industry experts cited by iGaming Business warn that reducing the visibility of licensed operators may leave more room for unlicensed websites, which continue to reach players through social media, search engines and frequently changing web addresses.

The Dutch government’s proposals include a complete ban on online gambling advertising, restrictions on consumer bonuses and an expanded role for the self-exclusion system, CRUKS. These would build on existing measures covering celebrity endorsements, targeted advertising and sports sponsorship.

The stated objective is stronger consumer protection. Critics, however, argue that restrictions will have limited effect if illegal operators remain able to advertise while licensed businesses withdraw from public view.

Dutch figures expose an enforcement gap

Data from Dutch industry association VNLOK, cited by iGaming Business, illustrate the scale of the challenge.

More than 70,000 gambling-related advertisements were identified across Meta’s platforms in the final quarter of 2025. Over 92% promoted unlicensed operators, while fewer than 2% were removed.

Although the Dutch regulator sends thousands of reports to Meta each month, advertisements can remain active for days or reappear through new accounts and modified links. VNLOK estimates that the illegal market reaches more than one million people and continues to expand.

Gambling lawyer Justin Franssen argues that a blanket ban could deepen this imbalance. Licensed companies would lose the ability to explain their regulated offering, while illegal websites would retain access to audiences. Consumers could consequently find it harder to distinguish between businesses operating under regulatory oversight and those outside it.

Denmark and Italy add to the debate

Concerns about the relationship between advertising restrictions and illegal gambling extend beyond the Netherlands.

According to Morten Rønde of the Danish Online Gambling Association, the proportion of consumers using licensed operators in Denmark fell from 90% to 70% in 2025. He argues that restrictions reduce the visibility of regulated businesses without preventing illegal operators from advertising through social media and search engines.

Italy has prohibited gambling advertising and sponsorship since 2018. Lawyer Quirino Mancini describes the ban’s effect on directing consumers towards the licensed market as minimal, while illegal gambling is estimated to be worth approximately €22 billion.

These examples do not establish that advertising bans caused black market growth. They do, however, raise questions about whether advertising restrictions alone can contain it.

Bulgaria revisits the boundaries of its advertising ban

Bulgaria introduced extensive gambling advertising restrictions in 2024, covering radio and television programmes, print publications, online pages and various public spaces.

Limited exceptions remain, including certain outdoor advertisements, signage at gambling premises and sports sponsorship, subject to specific conditions.

The debate resurfaced during discussions over the election of members of the Bulgarian National Television Management Board. The Council for Electronic Media sought clarification over whether BNT broadcasts showing sports sponsorship should be treated as gambling advertising.

The case highlighted the practical difficulty of distinguishing prohibited advertising from permitted sponsorship and the appearance of a brand during sporting coverage.

The financial implications also remain under discussion. In a response to a parliamentary question, Bulgaria’s Ministry of Finance estimated that gambling advertising could represent around 2% of total television advertising revenue. The ministry cautioned that this figure should be considered separately from revenue received by municipalities, outdoor advertising businesses, sporting organisations, media and other parties.

The issue therefore reaches beyond advertising alone, encompassing sponsorship, sports funding and the visibility of licensed brands.

Enforcement must reach the illegal market

The Dutch debate points to a broader policy question: how can governments restrict harmful promotion while preventing illegal operators from filling the space left by licensed businesses?

Measures targeting affiliate advertising, websites promoting unlicensed operators, payment processing and access to illegal platforms could address the channels through which those businesses reach and serve consumers.

In Bulgaria, the National Revenue Agency continues to add unlicensed websites to its public lists. Their continued appearance suggests that neither advertising bans nor the blocking of individual domains can resolve the problem on their own.

The Association of Gaming Industry in Bulgaria argues that consumer protection should remain the central objective of regulation, supported by evidence and effective action against illegal gambling.

It calls for clearer distinctions between advertising, sponsorship and brand visibility, alongside closer cooperation between institutions, technology companies, financial services and licensed operators.

The challenge is to build a system that limits harmful exposure while making the regulated market recognisable - and making it harder for illegal businesses to reach consumers.