The Dutch government announced plans to implement a complete ban on online gambling advertisements and bonuses.

Operators would be prohibited from advertising online gambling or offering bonuses, such as free bets, to new account holders. A single deposit limit would apply across all licensed sites.

Players seeking to increase their deposit limit must first pass an affordability check. This assessment reviews missed payments, financial status, and any existing legal financial supervision.

The Cruks self-exclusion register will also be updated. Individuals may self-exclude for any duration, and it will become easier for family members or financial administrators to register someone else.

State Secretary for Justice and Security Claudia van Bruggen says the change is overdue.

“I find it particularly concerning that more and more people, and especially young people, have started gambling online and are getting into trouble as a result. It is high time to reverse this trend. With the proposed measures, I am taking an important step to better protect people against the negative effects of gambling, such as addiction and debt. Special attention is being paid to young people and young adults because they are particularly vulnerable to the risks of gambling,” Van Bruggen commented.

Beyond the ban on ads and bonuses, the government plans to introduce new affordability measures and review deposit limit regulations. Lawmakers propose financial capacity tests for players seeking higher deposit limits. To gain approval, users must demonstrate sufficient financial resources, and authorities will review payment arrears and overall financial status before granting a limit increase.

A key aspect of the proposal is blocking illegal gambling websites, potentially extending to hosting companies and payment providers.

Operators can still advertise on their own websites, and there is a carve-out for search results, according to the progress letter. So it is closer to a near-total ban, with a couple of doors left open for players who are already looking for a licensed site.

Secretary van Bruggen is currently drafting a bill for deliberation.