(AsiaGameHub) –   Ahead of the 2026 FIFA World Cup, the Dutch gambling regulator, Kansspelautoriteit (KSA), has announced increased oversight of betting advertising and product offerings. 

On Tuesday, the regulator warned licensed operators that any breaches of national gambling laws will be met with rapid enforcement action, stressing the protection of vulnerable groups and the need for compliance with strict advertising rules.

In a recent letter distributed to domestic operators, KSA restated already existing prohibitions, which include a ban on untargeted advertising and strict limits on sports gambling sponsorship. 

The regulator also reminded operators that specific micro-bet markets, such as wagers on which player will get the first yellow card or which team will take the first corner, are not allowed under Dutch law.

The authority further emphasized that any violations will lead to “immediate enforcement action”. 

The Netherlands’ current coalition government recently released plans for a full ban on gambling advertisements, and has drawn a comparison between gambling and sex work within the country.  

Unlicensed operators and safeguarding young people

The regulator also pledged quick punitive action against illegal operators and parties that promote unlicensed gambling services. Additionally, the associated campaign will focus on raising awareness of sports betting risks among young people.

Gambling ad restrictions were put in place in July 2023, with clear rules requiring that no targeted gambling ads are shown to people under 24. However, a recent study found that 31 out of 277 Meta gambling ads (11.2%) reached age groups that included 18 to 23-year-olds. 

“Among other key rules, KSA highlights the ban on untargeted advertising and limits on sports gambling sponsorship,” the authority stated.

New gambling sponsorship rules were part of the 2023 gambling reforms, with all such sponsorship set to stop completely starting in 2025.

The impact of the World Cup

Michel Groothuizen, chair of KSA, explained that the heightened regulatory focus is a response to the predictable rise in gambling activity during major international tournaments.

“We saw at the 2022 World Cup and 2024 European Championship that gambling activity increased. This makes the tournament period an attractive time for companies to recruit new players,” he said, adding: “While I understand this incentive, I strongly urge providers to stay mindful of the need to protect young adults and other vulnerable groups, and to follow all applicable rules. If we find that rules are not being followed, we will take immediate action.”

The Netherlands is not the only country closely monitoring the World Cup’s impact on gambling. Indonesia, where all forms of gambling both in-person and online are banned, has warned football fans against participating in sports betting. 

The warning follows concerns that illegal online gambling operators fleeing a crackdown in Cambodia have relocated to Indonesia. National Police spokesperson Trunoyudo Wisnu Andiko warned that although “we must jointly anticipate football gambling … we must not allow this tournament momentum to be exploited for illegal activities that could cause losses”.