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Dutch gambling advertising ban enforced from July 1



The prohibition on untargeted gambling advertisements was originally scheduled to take effect at the beginning of this year.

Dutch Minister for Legal Protection, Franc Weerwind, has committed to enforcing the ban on untargeted gambling advertisements by no later than July 1. The ban was initially intended to be implemented at the start of this year but faced delays. Belgium also plans to introduce a gambling ads ban on the same date.

In a written response to parliamentary questions, Franc Weerwind confirmed that the ban on untargeted gambling advertisements will come into effect by July 1 at the latest. The announcement of the ban was made in July 2021 and will initially cover all advertisements on television, radio, and in public places. Additionally, football sponsorship will be gradually phased out by 2028.

Due to extended consultation, the ban on untargeted gambling ads in the Netherlands, originally slated to begin on January 1, was delayed. However, the ban will now come into effect by July 1 at the latest, according to a statement by Weerwind, in response to parliamentary questions. The ban will initially cover all advertising on television, radio, and in public places, with football sponsorship to be phased out by 2028. MPs had called for the ban in response to the saturation of gambling ads following the launch of the Netherlands’ online gambling market in October 2021.


Weerwind argued that penalties for operators who breach advertising rules must be “proportionate” in response to calls from several MPs for a “two strikes and you’re out” approach, which would result in operators’ licences being revoked after a second breach.

According to Weerwind, the KSA already has the power to issue binding instructions and impose periodic penalty payments and fines on operators. He also emphasized that penalties should be proportionate to the offense, but did not comment on the possibility of a “two strikes and you’re out” approach.

“This requires customisation and I think it’s important that the regulator has the scope to provide this customisation. A two-strikes-you’re-out model does not fit with that.”

“I am committed to more information. In collaboration with the KSA and the ministry of health, welfare and sport (VWS), I am exploring how we can raise awareness of the risks of online games of chance among young people.

“In order to not encourage this group to participate, I look at targeted activities that are also largely intended for the environment of young people, such as teachers and parents. I am in discussion with various parties about this, including addiction experts and experts in the field of financial health.”


He said MPs would receive more details on such awareness-raising initiatives in the spring.

Jerome, a valuable addition to the Gamingo.News team, brings with him extensive journalistic experience in the iGaming sector. His interest in the industry was sparked during his college years when he participated in local poker tournaments, eventually leading to his exposure to the burgeoning world of online poker and casino rooms. Jerome now utilizes his accumulated knowledge to fuel his passion for journalism, providing the team with the latest online scoops.

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FDJ’s Acquisition of Kindred Group Shaping the Future of Global Gaming



FDJ’s acquisition of Kindred Group, facilitated by regulatory approval and strategic shareholder engagement, signifies a transformative moment in the gaming industry. This deal exemplifies the intricate balance between regulatory compliance, shareholder value, and strategic growth ambitions. As the industry stands at the cusp of further consolidation and innovation, the FDJ-Kindred transaction heralds a new era of strategic realignment and competitive positioning in the global gaming landscape.

A Monumental Shift in Gaming Dynamics

The Swedish Financial Market Supervisory Authority (SFSA)‘s approval of Française des Jeux’s (FDJ) offer to acquire Kindred Group marks a pivotal moment in the global gaming and betting sector. This green light not only accelerates FDJ’s strategic expansion but also underscores the evolving landscape of international gaming regulations and corporate alignments.

Navigating Regulatory Waters

The SFSA’s endorsement is a crucial step in FDJ’s ambitious acquisition plan, setting the stage for a public offer slated to commence imminently. This regulatory approval highlights the meticulous scrutiny and compliance standards governing mergers and acquisitions within the sector, ensuring that such transactions align with market stability and shareholder interests.

A Call to Action for Kindred Shareholders

The forthcoming Extraordinary General Meeting (EGM) represents a critical juncture for Kindred Group, with proposed statutory amendments necessary for facilitating the acquisition. This meeting, aimed at achieving the requisite shareholder consensus, signals the importance of shareholder engagement in steering corporate direction and strategy.


The Path to Acquisition: Shareholder Conviction and Strategic Vision

FDJ’s pursuit of Kindred Group, contingent upon securing 90% of total capital, reflects a strategic maneuver to consolidate its position in the global gaming market. The offer per share, valuing Kindred at approximately €2.6 billion, has garnered unanimous board endorsement and significant shareholder backing, illustrating the alignment of strategic interests and the perceived value of this consolidation.

Activist Influence and Strategic Realignment

The role of activist shareholders, notably Corvex Management, in advocating for Kindred’s sale underscores the dynamic interplay between corporate governance and shareholder activism. Their successful campaign for board representation and strategic evaluation reflects a broader trend of active investor engagement in shaping corporate trajectories.

Implications for the Global Gaming Industry

This acquisition not only exemplifies the financial and strategic considerations underpinning such deals but also highlights the regulatory complexities and shareholder dynamics involved. As the gaming industry continues to evolve, driven by technological advancements and regulatory changes, the FDJ-Kindred merger serves as a case study in strategic growth, market consolidation, and the pursuit of competitive advantage.


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