Hello, this is Business Daily from the BBC World Service. I'm Matthew Kenyon in the Netherlands,

looking at a massive change here in the rules governing online gambling.

From July onwards, there will be a complete ban on advertisements in the sports world and everywhere.

That's a dramatic reversal in policy from just four years ago when the market was first

regulated, unleashing a flood of advertising and sponsorship, especially in sport.

Some of those betting companies, they hired marketing agencies who just had to put away a lot of money.

The business will remain perfectly legal, but the flow of cash from gambling sponsors to

sport is about to come to an end. It's not a healthy situation to fully open a market and make

clubs somewhat dependent and then fully close it.

How will sport and the betting operators adapt to a world where most online gambling

advertising is no longer allowed? That's Business Daily from the BBC.

I'm on the outskirts of the Dutch city of the Hague next to the junction of the A4 and A12 motorways.

It's one of the busiest stretches of road in the country,

and everyone driving past gets an excellent view of the building in front of me.

Picked out against the skyline in huge lettering is its name, Bingle Stadion.

It's the home of Addo-Denhar football club,

which for the last three years has been sponsored by one of the major online gambling companies

that operate here in the Netherlands. But from the 1st of July this year, there will be a new name

in that prominent position. And all references to Bingoll sponsorship of Addo Den Haugh

will disappear from public view.

And that pattern is going to be repeated across the country,

as perfectly legal online betting companies,

...