The Dutch government plans to allow public broadcaster NPO to increase its television advertising load from 8% to 10% of airtime from 2027, in a move aimed at offsetting looming budget cuts.
Caretaker education, culture and science minister Gouke Moes says the change, approved by the Cabinet and now awaiting backing from the Tweede Kamer (Second Chamber), should generate around €12 million a year in extra income and help NPO recover part of some €150 million in planned reductions to public broadcasting funds.
Moes has framed the measure as a way to “partially” compensate for cuts while maintaining fair competition with commercial broadcasters that rely entirely on advertising. Rules covering online video advertising on NPO’s digital services will remain unchanged.
The decision comes amid a wider restructuring of Dutch public broadcasting. In September, NPO outlined plans to close four channels – including international service BVN and NPO 2 Extra – and cut around 80 full-time jobs as it adjusts to tighter budgets and shifting viewing habits.
If approved by parliament, the higher ad ceiling would apply across NPO’s TV services from 2027, adding a new commercial lever to a funding mix that already includes licence-style public financing and limited advertising sales through sales house Ster.
