Netherlands: Online casino marketing rules in the Netherlands: a CRM checklist

What a Dutch online casino campaign needs: the untargeted ad ban, no targeting of under-24s, the role model ban, Cruks and 18+. A CRM checklist.

Who you may reach

• Untargeted advertising is banned. Since 1 July 2023, untargeted advertising for online games of chance is not allowed (Stb. 2023, 120). Online ads and direct marketing remain possible under strict conditions, aimed so that vulnerable groups are not reached.
• Not under 24. Advertising may not target minors, young adults aged 18 to 24, or people who have excluded themselves (Fieldfisher). For CRM, that is a segment rule your sending tool enforces, and a reason to keep young-looking imagery off campaign pages.
• Self-exclusion. Cruks is the central register. Excluded players must not receive marketing.

What you may not show

• Role models. Athletes, former athletes, influencers and other people with a strong appeal to young adults are banned from gambling ads.
• Ads in the wrong place. Ads inside games, on gaming sites and apps aimed at young people, and alongside messages about addiction prevention are not allowed.

What every campaign page carries

• 18+ and a note on playing responsibly.
• A link to Loket Kansspel, the regulator's information desk, and the Cruks register.
• Key terms next to the offer.
• Your licence reference from the Kansspelautoriteit.

Players aged 18 to 24 also have a lower deposit threshold than older players: 300 euros a month against 700 euros, above which the operator must check what the player can afford (iGaming Business). Keep offers that only work at higher deposits away from that group.

What Bild sets for the Netherlands

• 18+, Loket Kansspel and Cruks wording in the footer of every page and email, locked.
• Key terms written from the offer, in euros.
• Default section images are abstract gradients, not people.