New online gaming trade association Vergunde Nederlandse Online Kansspelaanbieders (VNLOK) – consisting of Holland Casino, FPO Nederland, JOI Gaming, Nederlandse Loterij, and ZEbet – is collaborating with cross-sector body VAN Kansspelen to develop a new advertising code of conduct. However, the code of conduct was not finalized in time for the opening of the Dutch online market on 1 October. Online gambling operators in the Netherlands launched on 2 October due to a delay caused by an issue with the country’s self-exclusion register.
VNLOK chair Helma Lodders expressed regret over not having a definitive advertising code in place for the market opening, emphasizing the importance of proportionate advertising to benefit consumers, advertisers, and advertising providers. The draft code produced by the bodies includes a prohibition on advertising bonuses on broadcast media or outdoor locations like billboards. It aims to strike a balance between reducing undesirable behavior and adequately restricting bonuses, which serve as an important tool for channelization.
The draft code also addresses the use of language that encourages excessive gambling, such as phrases like “you have nothing to lose” or “hurry up, gamble now.” It emphasizes the need to avoid exploiting gambling superstitions and trivializing risk factors associated with gambling. Advertisements must not imply that gambling is essential to one’s life, can lead to social acceptance or happiness, or can solve personal problems.
In addition to VNLOK and VAN Kansspelen, another trade group, the Netherlands Online Gambling Association (NOGA), comprising companies like Entain, Flutter, Kindred, and Bet365, has advocated for an industry code of conduct. NOGA believes that the existing rules imposed by the country’s advertising watchdog, which limits online gambling ads to a maximum of three per advertising “block,” are too lenient and should apply across all sectors rather than just online.
Although online gambling is now available in the Netherlands, only 10 operators have obtained licenses. Remaining operators have been instructed by regulator De Kansspelautoriteit (KSA) to block Dutch customers or face consequences. Prominent operators, including Entain, Betsson, LeoVegas, Kindred, 888, and Casumo, have already announced their compliance with these measures.
