Dutch Regulator Holds Talks With Lotteries Over Allegedly Misleading Subscription Practices

The Netherlands Gambling Authority (Kansspelautoriteit, Ksa) has held discussions with several lottery providers regarding the way consumers are approached when taking out subscriptions. The talks follow a significant number of reports from players who said they experienced the acquisition practices as misleading, particularly when subscriptions were presented as free offers or charitable contributions.

Consumer complaints prompt regulatory scrutiny

According to the Ksa, over an extended period it received multiple signals from consumers who believed they were receiving a free lottery ticket, a gift, or supporting a good cause, only to later discover that they had entered into a recurring paid subscription. These situations arose through various channels, including telephone sales campaigns, promotional activities in public spaces, and door-to-door marketing.

In some cases, consumers reported confusion about the nature of the offer, stating that they were not clearly informed that agreeing to the promotion would result in a continuous subscription with ongoing payment obligations. The regulator considers such confusion problematic, particularly in a market where transparency and informed consent are key regulatory principles.

During the discussions, several lottery operators acknowledged the concerns raised and told the Ksa that they have already improved their subscription processes. Measures taken include clearer communication about the characteristics of subscriptions and more explicit information about the commitments consumers are entering into. However, the authority noted that not all providers have yet implemented sufficient changes.

The Ksa confirmed that it will continue to monitor the situation closely and plans to carry out a follow-up review in early 2026 to determine whether the reported improvements have led to tangible changes in practice.

The talks form part of a broader investigation into acquisition and marketing practices among lottery operators using subscription-based models. The Ksa reiterated that licensed gambling operators are required to communicate clearly, honestly, and transparently about their products. Where necessary, the regulator stated it will not hesitate to take further supervisory or enforcement action to ensure compliance with Dutch gambling legislation.