The Netherlands Online Gambling Association (NOGA) has expressed concerns about the limit of three online gaming adverts per commercial block when the Dutch regulated gambling market opens next month. NOGA believes that this limit is not enough and is particularly worried that lotteries and land-based gaming offerings can also be broadcast within the same block. NOGA is calling for operators and groups from both the online and offline sectors to work together to establish guidelines to avoid saturation advertising and the potential risk of a total ban.
Peter-Paul de Goeij, director of NOGA, states that the current code does not go far enough as it only restricts internet gambling advertisements. Offline offerings from Holland Casino, Gaston, and Koning TOTO can still be advertised without any restrictions. NOGA argues that consumers do not distinguish between offline and online and see all gambling ads as irritating. In addition, gambling advertisements are already pervasive across television, radio, internet, bus shelters, and letterboxes. NOGA believes that this saturation and irritation need to be prevented, hence their call for a total agreement on the amount of gambling advertising in the Netherlands.
If this flooding of gambling advertising is not prevented, there may be a future ban on such ads, making it difficult to persuade consumers to play on legal gambling sites. NOGA advocates for advertising volume control. The guidelines issued by the Kansspelautoriteit (KSA) last week include restrictions on targeting minors and assess ads based on content, advertising location, media presence, and target audience.
NOGA criticizes the absence of its members in the discussions on the guidelines, pointing out the experience of Kindred, Flutter, and Entain in establishing workable rules in other countries. René Jansen, chairman of the Dutch regulator KSA, has also warned operators to moderate their advertising to avoid a public backlash and stricter marketing laws, citing other European countries as examples of places where stricter limits have been placed on gambling advertisements.
NOGA emphasizes the need for a cross-sector agreement on advertising volume control and invites all colleagues, media parties, and broadcasters to discuss and prevent a gambling advertising avalanche.
