The Netherlands Gambling Authority (Kansspelautoriteit, Ksa) has initiated a closer look at behavioural practices used by online gambling platforms. This follows a study commissioned from Behavioural Insights, which examined how providers influence player activity.
The investigation highlighted that gambling companies, much like e-commerce platforms, rely on behavioural techniques to guide customer decisions. In some cases, these strategies support responsible play by offering features such as activity feedback or the ability to pause gambling. However, the study also revealed problematic approaches. For example, new players are often presented with the option to stake large amounts with ease—an approach considered especially harmful to individuals vulnerable to addiction.
According to the Ksa, the findings have shed light on the methods operators employ to sustain player engagement. These insights are now set to underpin regulatory action aimed at strengthening the duty of care obligations across the sector.
Ksa Chairman Responds to Findings
KSA chairman Michel Groothuizen acknowledged that commercial platforms routinely track and influence user behaviour, but emphasized the regulator’s growing awareness of how these tools are applied in gambling. He stated: “At the Ksa, we understand that online providers, like other commercial companies, monitor what users do on their platforms and how they can influence that to their advantage. Thanks to this research, we have a better understanding of how they do this and can also provide more guidance on negative influence and things we no longer want to see.”
Following this, the regulator confirmed it would launch its own inquiry into negative behavioural management. This follow-up will assess whether current practices undermine the duty of care required under Dutch gambling law and could lead to stricter rules to curb harmful influence.
Recent Duty of Care Measures
The behavioural research builds on earlier steps taken by the Ksa to tighten responsible gambling safeguards. Earlier in September, the regulator published findings from its review of risk analyses conducted by online licensees. That review concluded the system was not working effectively, as providers used varying methods that produced inconsistent results. The lack of uniformity made it difficult to compare outcomes and potentially left players less protected than intended. The Ksa has since been in talks with the Ministry of Justice and Security about creating a more coherent framework.
On September 16, the authority also issued new guidance for brick-and-mortar gaming arcades and casinos, aimed at improving compliance with duty of care standards. Site visits had revealed that while operators were committed in principle, implementation often fell short. To address this, the Ksa distributed practical resources including a poster, explanatory materials, and a guideline on Cruks—the national exclusion register. Groothuizen noted at the time that land-based operators face unique challenges in monitoring player behaviour compared to their online counterparts, and said the regulator’s new tools should help strengthen protection.
Next Steps for the Regulator
While the Ksa has not yet released a detailed breakdown of Behavioural Insights’ study, the authority intends to use its conclusions to provide clearer guidance to operators and potentially update duty of care obligations. The regulator’s concern is that practices like simplifying high-stake betting for beginners may fuel problematic gambling patterns, particularly among those most at risk.
This latest initiative follows other recent actions, such as the crackdown earlier in 2025 on the use of “autoplay” features, which the Ksa judged to encourage unhealthy play. Although no new licensing rules have been introduced so far, the regulator has made clear that stricter obligations remain on the table.
By combining new behavioural research with its ongoing reviews, the Ksa is signalling that both online and land-based operators must step up efforts to protect players. Future regulatory measures are expected to more clearly delineate acceptable forms of influence from those considered harmful, as part of a broader framework to strengthen gambling safeguards in the Netherlands.
Source:
Gedragsbeïnvloeding kansspelaanbieders, kansspelautoriteit.nl, September 23, 2025
