The ban on untargeted gambling advertising in the Netherlands came into force over the weekend.

Kansspelautoriteit, Netherlands

The ban is chiefly aimed at protecting players between 18 and 24 years of age.

Operators must guarantee that at least 95 per cent of all advertisements are reaching players aged over 24.

The move marks the next phase of the gaming market in the country, which opened in late 2021.

Kansspelautoriteit said: “Now that the ban is in force, the KSA is actively monitoring how the new advertising rules and obligations for permit holders are being applied in practice.

“Should this lead to further interpretation or clarification of the rules, the sector will be informed in good time.

“The KSA warns permit holders not to push the boundaries. If the KSA encounters obvious violations, it will immediately take enforcement action.”

There has been recent debate about enforcement of the new rules. In a recent conference speech, the chairman of the Dutch regulator, Kansspelautoriteit’s René Jansen, admitted that the ban may not initially be as hard-hitting as first predicted when it comes into force on Saturday.

He said the KSA’s implementations are “unchartered” territory for the regulator, which will have to, “like the industry, find our way in this.”

Dutch government minister Franc Weerwind subsequently answered questions iabout Jansen's comments in a hearing last week.

Weerwind said that the “starting points” for the untargeted advertising ban have been to offer “as much protection as possible,” but at the same time leaving room to keep people playing via legal routes.