The Call for a Ban on Online Gambling Advertising in the Netherlands

The Dutch Association of Mental Health and Addiction Care (De Nederlandse ggz) is urging the government to impose a complete ban on online gambling advertising, citing the substantial risks these promotions pose to young people and individuals at risk of addiction. This demand comes against the backdrop of recent regulatory changes concerning gambling advertisements in the Netherlands.

Current Advertising Regulations

In July 2023, the Dutch government implemented a prohibition on most forms of gambling advertising, significantly limiting exposure across various media platforms, including television, radio, and print, as well as in public spaces. However, targeted advertising still permeates certain channels, including on-demand streaming services, social media, direct mail, and online gaming environments. These ads are prohibited from appealing to minors, yet loopholes remain, allowing advertisers to reach young, impressionable audiences.

Despite a motion filed by Derk Boswijk of the Christian Democratic Appeal (CDA) party advocating for a complete ban on gambling advertising in February 2024, the government has yet to extend these restrictions. This hesitance to broaden the scope of the ban has galvanized groups like De Nederlandse ggz to take a firm stance against the advertising of gambling.

Young People at Risk

Ruth Peetoom, chairwoman of De Nederlandse ggz, has vocalized the organization’s concerns regarding the normalization of gambling among the youth. According to Peetoom, “People, and young people in particular, are too easily exposed to the risks of addiction.” Recent statistics from the gambling regulator KSA indicate that individuals aged 18 to 23 comprised 22% of online gambling accounts in the latter half of 2023, highlighting the vulnerability of this demographic.

Further emphasizing the urgency of their appeal, the non-profit organization reported an alarming uptick in the number of individuals seeking treatment for gambling addiction. Data from LADIS, the national database for alcohol and drug treatment, revealed that 2,456 people sought help for gambling addiction in 2023—a notable year-on-year increase that underscores the growing concern over gambling-related issues.

Targeted Advertising: A Concerning Trend

Peetoom also highlighted findings from the research initiative Pointer, conducted by the Dutch public broadcaster KRO-NCRV, which indicates that gambling operators are specifically targeting younger audiences through various social media channels such as TikTok and Snapchat. This targeting often features endorsements from celebrities and influencers, promoting misleading concepts such as “free money” to pique interest, despite an existing ban on such role model advertising since June 2022.

This type of marketing strategy decreases the perceived risks of gambling and can lead to severe health consequences. Peetoom pointed out, “Gambling addiction is often accompanied by financial problems, lack of sleep, and mental vulnerability,” magnifying the detrimental impact of irresponsible promotions on young individuals.

The association draws parallels between current gambling advertising tactics and the past strategies employed by the tobacco industry, which also sought to entice young consumers. Young people, being particularly sensitive to the promise of “fast money,” may be unduly influenced by these cleverly curated advertisements, setting the stage for potential gambling problems later in life.

A Call for Increased Oversight

Beyond advocating for an outright ban, Peetoom stressed the need for improved oversight from gambling operators themselves. She asserted that these companies must enhance their duty of care towards customers and comply with stricter regulations set forth by the Kansspelautoriteit, the Dutch gambling authority. “The rules regarding the duty of care of gambling providers must also be formulated more strictly,” she said, urging for a more rigorous enforcement of protections against problematic gambling practices.

Conclusion

The growing concerns articulated by De Nederlandse ggz over the dangers posed by online gambling advertising highlight a critical issue in public health and safety. With rising numbers of young individuals engaging in online gambling and the associated risks of addiction becoming more apparent, there is an urgent need for policymakers to reconsider their stance and take decisive action. An outright ban on all forms of online gambling advertising could serve as a vital step in safeguarding the mental health and well-being of society’s most vulnerable members, particularly the youth. As the dialogue continues, the imperative for a comprehensive strategy to address gambling advertising’s reach remains clear.