The Dutch Gambling Authority (KSA) has taken action against illegal online gambling advertisements appearing in mobile gaming apps, following reports from players and industry stakeholders.
The regulator said illegal operators are increasingly finding new ways to reach players, including through popular gaming apps. This form of advertising is particularly concerning because it can reach a broad audience, including minors. As a result, the KSA investigated reports of illegal gambling advertisements appearing in gaming apps, as well as the marketing companies and ad servers involved.
Following the investigation, the regulator contacted the relevant parties to have the advertisements removed and prevent similar incidents from recurring. Several organisations have since taken action, including suspending the advertising partners involved, introducing additional restrictions and strengthening controls over gambling-related advertisements.
The KSA said it will continue to monitor the issue closely and carry out further investigations into illegal gambling advertisements appearing in mobile apps.
Earlier, the Responsible Affiliates Quality Mark (KVA) warned that illegal online gambling operators use misleading and aggressive email campaigns to target Dutch consumers.
The KVA tested the practice by subscribing to newsletters from illegal operators and described the findings as concerning. Many of the emails promoted exaggerated bonuses worth thousands of euros or claimed players had instant access to €6,000 ($6,800), despite no such funds being available in their accounts.
The organisation also reported receiving unsolicited marketing emails, raising concerns about how personal data and email addresses are being obtained and shared within illegal gambling networks.
Regarding the licensed operators, the Dutch market is already subject to some of the strictest advertising rules in Europe, and the Government is now planning to introduce a near-total ban on gambling advertising and bonuses.
KVA, in collaboration with the Dutch Association of Online Gambling Providers (VNLOK), recently estimated that Meta generates up to €13.6m per year from illegal gambling advertisements targeting the Dutch market
