The Dutch government has unveiled a comprehensive five-year strategy designed to tackle the growing issue of gambling-related harm, with a near-total ban on online gambling advertisements at its core. This ambitious plan, announced on a Friday afternoon, signals a significant shift in the nation’s approach to consumer protection, aiming to curb the risks associated with both digital and land-based betting. The initiative follows a detailed letter from State Secretary for Justice and Security Claudia van Bruggen, which outlines a series of aggressive measures to safeguard citizens, particularly the most vulnerable, from the dangers of excessive gambling. The strategy, described as a multi-year agenda, stems from the coalition agreement of the Netherlands’ three-party government, which earlier this year hinted at a complete ban on gambling advertising. In that agreement, the government drew a controversial comparison between gambling and sex work, emphasizing the need for strict regulation. Now, with this new plan, the administration is moving from rhetoric to action, focusing on prevention, enforcement, and support systems to reduce the prevalence of gambling addiction across the country. At the heart of the agenda is a near-complete prohibition on online gambling advertisements. The government allows only narrow exceptions to ensure that legal operators remain visible to players, preventing a complete vacuum that could drive users to unregulated sites. This advertising clampdown is part of a broader effort to limit exposure to gambling, especially among young people, who are identified as particularly susceptible to harm. The state secretary’s letter also explores the possibility of banning or restricting high-risk games and features that encourage excessive play, such as those with rapid betting cycles or addictive design elements. Additionally, the plan scrutinizes the use of artificial intelligence in online gambling platforms, recognizing its potential to manipulate player behavior. Another key component is the implementation of a central deposit limit for online gambling, supplemented by an affordability test for bets that exceed this threshold. For younger adults, these limits will be even stricter, aiming to reduce their financial exposure to gambling losses. This approach mirrors similar initiatives in other European countries, such as Finland, where state-owned operators have introduced age-specific deposit caps. The Dutch government is also considering reducing the number of online gambling licenses available, a move designed to tighten control over the market and offer extra protection to players. The strategy extends beyond the digital realm to include land-based gambling establishments. Recent research has identified several high-risk offerings in physical venues, prompting the government to apply the same protective measures to these settings. State Secretary van Bruggen emphasized that reforms are based on data from the KSA’s April 2026 report, which showed that earlier measures, like deposit limits imposed in October 2024, had already reduced problematic gambling behavior. This evidence-based approach underscores the government’s commitment to refining its policies over time. A notable shift in the plan is the decision to abandon a proposed increase in the minimum gambling age for high-risk products like online slots from 18 to 21. While the government initially considered this measure to protect young adults, pushback from the regulator warned that it would likely drive players to the black market, where no protections exist. Instead, the state secretary confirmed that the idea has been scrapped, with a focus on alternative strategies. These include stricter age-verification protocols, targeted prevention programs, and media literacy initiatives designed to reveal the algorithmic and marketing tactics that promote risky gambling behaviors. Fighting the illegal gambling market is a central priority of the agenda. The government plans to empower the KSA, the Dutch gambling regulator, with additional enforcement tools. These include the ability to coordinate with financial institutions, digital platforms, suppliers, and international partners to dismantle the infrastructure of illegal operators. This collaborative approach aims to cut off the black market at its source, reducing the availability of unregulated gambling options that pose significant risks to players. The strategy also emphasizes creating clearer pathways to care for those affected by gambling harm. Reducing stigma around gambling addiction is a key goal, along with improving the visibility of support services. The plan calls for multidisciplinary local responses that link addiction treatment with debt management, mental health services, and social care. Suicide prevention is highlighted as a clinical priority, reflecting the severe consequences of unchecked gambling addiction. New rules will clarify when gambling licensees must intervene, prescribing effective actions for players showing signs of harm. An external expert group will advise on tightening the duty of care for online operators, while improvements to the national self-exclusion register, known as Cruk, are planned, including potential expansion to cover illegal gambling sites. Quantifying the scale of gambling harm remains a challenge, as no standard measurement instrument currently exists. The agenda references a research study from 2025, which found that 69% of Dutch residents aged 16 and over engaged in at least one form of gambling. Alarmingly, half of the 16 to 17-year-old demographic, who are below the legal gambling age of 18, reported having gambled. These statistics underscore the urgency of the government’s actions. To address this, the agenda promotes enhanced data sharing, research into intervention efficacy, and specialized training for professionals who work with at-risk populations. Implementation of the multi-year agenda will be overseen by the Ministry of Justice and Security, in collaboration with the Ministry of Health, Welfare and Sport and the KSA. Funding for the various initiatives will come from the Addiction Prevention Fund, managed by the KSA, which will allocate resources according to the roadmap’s priorities. This coordinated effort represents a significant investment in public health, aiming to create a safer gambling environment for all Dutch citizens. With its focus on prevention, enforcement, and support, the Netherlands is positioning itself as a leader in the fight against gambling-related harm, setting a precedent that other nations may follow.