Netherlands strengthens ban on influencers participating in gambling advertising: similar restrictions are already in effect in Ukraine
In the Netherlands, the gambling market regulator Gaming Authority (KSA) finally closed the loopholes, allowing operators to use streamers and influencers in promotion gambling services. More from 2022 year, the country has a ban on the participation of so-called “role models” - public figures, that the audience trusts and focuses on.
However, some companies continued to cooperate with bloggers, interpreting the law vaguely. Now the regulator has officially sent out clarifications to licensees and set a strict deadline for the complete cessation of such integrations.
Who is subject to restrictions?
Virtually all public online figures are subject to the ban.:
- influencers;
- streamers;
- bloggers and vloggers;
- content creators with a visible audience.
Important: It's not about celebrity status, A about reach and marketing influence. Even a niche streamer can be considered an infringer, if able to attract players.
What is now prohibited
The regulator clarified several key points:
- any advertising or partnership campaigns involving influencers;
- demonstrating the casino brand during streams - even without direct advertising;
- promotion of unlicensed platforms makes not only the operator a violator, but also the streamer himself.
The only exception is the situation, when a blogger independently plays on a legal platform without commercial agreement with operator.
Implementation timeframe
- existing advertising contracts must be terminated before 31 March 2026 year;
- with 1 April KSA begins inspections and possible sanctions.
Why did the blow fall specifically on influencers?
According to the regulator, an influencer is not just an advertising platform.
The audience transfers trust in the individual to the product, which she demonstrates. Young audiences are considered especially sensitive, where streamer recommendations directly influence gambling engagement.
That is why such advertising is considered incompatible with the player protection policy.
Analogy with Ukraine
A similar regulatory logic is already applied in Ukraine. After the market is legalized, advertising control is carried out by the Gambling and Lotteries Regulatory Commission (KRAIL), later Playcity.
Ukrainian legislation also limits the use of audience trust:
- Gambling advertising is prohibited, aimed at minors;
- images cannot be used, creating the illusion of easy money;
- advertising should not shape social success through the game;
- it is prohibited to involve persons, whose popularity can influence young people.
In fact, the Ukrainian market is already moving according to the same model, same as European: minimizing the influence of public figures on attracting new players.
An example is the gradual abandonment of operators from integrations with YouTube– and Twitch streamers after strengthening control over licenses and advertising formats in 2023–2025.
General market trend
The Netherlands only strengthens the pan-European trend: regulators are trying to remove the main driver of organic growth gambling — trust in influencers.
Formal advertising agreements are relatively easy to monitor. However, native mentions, Streamers' personal experiences and organic content remain a gray area, where the influence on the audience remains even with formal prohibitions.
