Play’n GO backs Dutch Parliament decision to reject total gambling ad ban

Company warns a blanket restriction would weaken channelisation by limiting licensed operators’ ability to compete with unlicensed sites.

Play’n GO on 30 September, 2026 commented after the Dutch Parliament rejected a proposal for a total gambling advertising ban.

Shawn Fluharty, Head of Government Affairs for Play’n GO, said the company’s view is that advertising plays a role in steering players toward licensed operators. "Regulated markets only work when consumers can clearly identify regulated operators. If the ability to advertise rests solely with businesses that do not hold a licence and have no obligation to play by the rules, players will inevitably be drawn away from the regulated market.

"Licensed operators should be held to high standards, but they must also be given the tools to compete with the unlicensed sector. Otherwise, channelisation rates fall, consumer protections weaken and tax revenues decline. The goal should be a well-regulated market that attracts players into the system, not one that unintentionally pushes them outside it."

The company did not provide details on the parliamentary vote, including the margin or any timeline for future advertising measures.