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Netherlands Online Gambling Association Calls for New Limits on Advertising

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Netherlands Online Gambling Association (NOGA), the most prominent online gaming trade group in the Netherlands, has called for greater restrictions on advertising in response to guidelines published by the nation’s regulator.

NOGA, whose members include Entain, Flutter, Kindred and Bet365, said the limit of three online gaming ads per commercial block when the Dutch regulated gambling market opens next month is not enough. NOGA said it is particularly concerned that ads for lotteries and land-based gaming offerings can also be broadcast in addition within the same block.

NOGA wants operators and groups from across the online and offline sectors to come together to agree workable guidelines to avoid saturation advertising and the subsequent risk of a total ban.

Peter-Paul de Goeij, director of NOGA, said: “This code does not go far enough. The limit of three gambling advertisements per block, applies only to internet gambling advertisements. So, in addition to three advertisements for online gambling, Holland Casino, Gaston and Koning TOTO will be allowed to advertise their offline offerings without any restrictions.

“The viewer does not make the distinction between offline and online at all – the consumer just sees an irritating gambling ad. In addition, gambling advertisements of today’s gambling providers are already ubiquitous; on television, radio, internet, bus shelters and in our letterboxes. Let’s face it, consumers find too many gambling adverts just irritating.

“This irritation, and the flooding with gambling advertising, must be prevented. That’s why NOGA has been calling on all gambling providers, online, offline, the Postcodelottery – but also media parties and broadcasters – to sit down and make agreements on the total amount of gambling advertising in the Netherlands, since June 2019 already. We need to do this to temper the growth that is coming, with the legalisation of the online market, and to prevent a gambling advertising avalanche.

“If we do not prevent this from happening, there may be a ban on gambling advertising introduced soon and then we will not be able to persuade consumers to play at a legal gambling site. NOGA therefore advocates advertising volume control.”

NOGA said the absence of its members from discussions on the guidelines was a mistake, citing the experience of multinational groups such as Kindred, Flutter and Entain in the development of workable rules in other countries.

De Goeij added: “We support the code, but with the important addition that that cross-sector agreement of advertising volume control, is absolutely necessary and I would like to invite here – again – all colleagues, the media parties and the broadcasters – to get around the table in a coalition of willing, to jointly prevent a gambling advertising avalanche.”

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Compliance Updates

KSA Updates Guidelines for Conducting Means Test

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The Dutch Gaming Authority (KSA) has updated the good and bad practices for the implementation of the means test. The adjustments follow follow-up research into how online gambling providers verify whether players’ gambling behaviour aligns with their financial means.

Since October 2024, online providers have been required to conduct a means test when players wish to deposit more than €300 net (young adults aged 18 to 24) or €700 (aged 24 and over). This test is intended to prevent players from spending more money on gambling than is responsible.

Follow-up research

In February 2025, the KSA published an overview of good and bad practices for conducting the financial capacity test for the first time. Subsequently, in a follow-up investigation, the KSA conducted sample checks at 20 license holders, during which concrete financial capacity tests were assessed. The KSA concludes from this that the good and bad practices have ensured that many providers have adjusted their working methods for conducting the financial capacity test in a positive way. At the same time, areas for improvement and violations were still identified. In total, the KSA applied a total of ten improvement interviews, three warnings and one binding instruction to various providers.

More clarity

The findings from the follow-up study have been incorporated into an updated version of the good and bad practices. With this, the KSA aims to provide providers with more clarity regarding the correct implementation of the affordability test. The new version clarifies, among other things, that liquid assets, such as savings, may not be part of the affordability test. The assessment must be based on the player’s structural income. The previous explanation regarding this led to confusion among providers in practice.

Supervision

The proper application of the means test remains an important subject for the KSA. The test helps prevent players from gambling away more money than they can afford, thereby contributing to the protection of vulnerable players.

The KSA continues to supervise the implementation of the capacity test and, in response to these tightened good and bad practices, will conduct new sample checks on permit holders.

The post KSA Updates Guidelines for Conducting Means Test appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Anne Marie Caulfield

GRAI Starts Issuing Remote Betting Licences

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The Gambling Regulatory Authority of Ireland (GRAI) officially began issuing Business-to-Consumer (B2C) remote betting and betting intermediary licences on July 1, 2026. The issuance of in person betting licences will commence later this year.

With the commencement of GRAI licences, licensed operators must now meet strict obligations designed to protect consumers and uphold the integrity of the market. These include age verification requirements to prevent underage gambling, obligations to pay out winnings, safeguards such as a ban on facilitating credit or accepting credit cards and requirements on closing accounts on request. Operators are subject to ongoing compliance monitoring, and the GRAI has powers to investigate operators, enforce compliance, apply significant sanctions and take action against unlicensed or illegal activity.

Minister for Justice Jim O’Callaghan TD said: “The commencement of licences for remote betting operators establishes a clear and robust regulatory regime for the gambling sector, strengthening Ireland’s reputation as a well-regulated market, and ensuring operators are held to consistent standards of compliance. I welcome the progress made today as part of the phased implementation of licences for the gambling sector in Ireland.”

Anne Marie Caulfield, Chief Executive Officer of the GRAI, said: “We commenced the roll out of our licensing with the largest segment of the Irish betting market, remote betting. Once an operator is licensed by the GRAI, they are required to comply with all commenced obligations under the Gambling Regulation Act 2024. This means that as of today, consumers in Ireland have important new protections when they bet online or over the phone.

“The GRAI licensing application process is substantial with a number of important requirements that operators must satisfy before they can be approved, this is to check that operators are (a) fit and proper, (b) have financial capacity to provide gambling activity, and (c) that winnings are funded from lawful means.

“It is important for consumers to understand the dangers of unlicensed operators. When gambling is unlicensed, oversight is removed and the risk of harm is radically increased. Tackling illegal operators is also a major priority for the GRAI, it is a criminal offence to operate without a betting licence, and our work has commenced in identifying unlicensed operators.”

GRAI licences are being rolled out on a phased basis, applications for further licence including gaming, lotteries, B2B, charitable and philanthropic will be opened throughout 2027 and 2028.

The post GRAI Starts Issuing Remote Betting Licences appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Coljuegos Issues More Than 46,000 Requests to Block Illegal Websites

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Coljuegos, the regulatory authority overseeing gambling sites in Colombia, continues its efforts to block illegal gambling websites. Since the beginning of the Government of Change in 2022, Coljuegos has issued a total of 46,228 blocking orders against websites that operate unauthorized betting.

According to the president of Coljuegos, Marco Emilio Hincapié, this is the result of an intense fight against gambling structures that operate outside the law.

“Never before has an administration fought illegal gambling with such force. At Coljuegos, and through our Artificial Intelligence Center, we have optimized the detection and blocking of unauthorized websites,” the official said.

He added: “We have been working with the Ministry of ICT to simplify the process with Internet Service Providers and effectively block any page that operates or promotes gambling illegally.”

It is worth noting that, throughout the history of the entity, 55,658 blocking requests have been issued, of which 83% correspond to the Government of Change.

“While past administrations only issued around 9,000 blocking requests, we multiplied that figure by 5, and in just 4 years. Illegals have never had it so bad,” Hincapié asserted.

Furthermore, the official reiterated the importance of players only betting with the 15 operators authorized by Coljuegos.

“By playing on legal websites, you are not only guaranteeing the protection of your data and your bets, but you are also contributing to the health of less fortunate Colombians,” concluded the president of Coljuegos.

The post Coljuegos Issues More Than 46,000 Requests to Block Illegal Websites appeared first on Americas iGaming & Sports Betting News.

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