The Netherlands Gambling Authority, Kansspelautoriteit (KSA), is set to crack down on illegal gambling advertising after rules were not met in recent European matches. 

The authority has cited incidents in the Champions League match in September between Ajax and Inter Milan, as well as Go Ahead Eagles’ Europa League tie with Stuttgart. 

Letters have been sent to the clubs involved after Inter wore shirts with the gambling sponsor Betsson in September, and a banner from an unlicensed gambling provider was mistakenly used in a summary for the latter game. 

The Kansspelautoriteit (KSA) enforced a ban on untargeted gambling advertising in the Netherlands in 2023 to protect minors and vulnerable groups. It then introduced a sponsorship ban for online sportsbooks and casinos in July 2025.

This came about due to a political backlash against extensive gambling advertising in the Netherlands following the re-regulation of the market in October 2021. Some politicians felt that consumers were being ‘bombarded’ with ads, as one put it at the time.

In the cases of the recent enforcements, the regulator has not classed these incidents as serious violations, rather ‘ambiguities’.

It also cited ‘positive examples’, such as volleyball side Olympiacos Piraeus playing in the CEV Cup match against Draisma Dynamo in Apeldoorn wearing shirts without the logo of a foreign gambling provider. 

This is not the first time gambling sponsorship on a non-Dutch sports side has resulted in regulatory discussion. The Stake F1 team’s participation in the Dutch Grand Prix has prompted similar conversations, for example.

The KSA’s statement comes amid ongoing reforms to the KOA Act and the wider regulatory and taxation framework around gambling. On 1 January 2026, gambling tax went up to 37.8%, one of the highest rates in Europe.

It also comes as studies found that more money is wagered with illegal than legal platforms in the Netherlands, which the industry argues is partly a result of the regulated industry being unable to effectively advertise itself against illegal operators

The KSA added that it has again consulted with sports clubs and will take action ‘where necessary’ as it looks to push towards an environment free of advertising for illegal gambling services.