Since the opening of the gambling market in Europe, advertising in the sector has come under fire in several member states. According to a survey commissioned by the Netherlands Online Gambling Association (NOGA), Dutch consumers reported a sharp increase in the number of online gambling advertisements they were offered in 2021. What conclusions can we draw from this? While adults are indeed being exposed to more and more online games, the number of ads is not increasing. In fact, the number of adults exposed to online gambling has decreased in 2022. For the Dutch Minister of Legal Protection, Franc Weerwind, the gambling segment is an economic opportunity. Advertising should be regulated to protect a public at risk, but not banned. His solution? From June 30, people can no longer be the face of a brand.

More exposure to advertising

The second annual NOGA online gambling barometer found that Dutch adults saw more iGaming ads in 2022 than in previous years. The data is based on an Ipsos online survey, conducted between February 14 and February 23, 2022, among a representative group of 2003 Dutch adults with a representative spotlight on 828 young adults (18-34 years)
In the young adult category (18-24 years old), casino game ads were seen most often on the Internet and social media. For adults aged 25-34, television is the primary medium of exposure: 23% of young adults reported seeing iGaming ads "very often" in 2022, compared to 25% for slightly older adults.

The NOGA survey also found that not all respondents are enthusiastic about online gambling ads.
For example, most of them would like to see advertisements only after 9 p.m. and target young people and vulnerable groups as little as possible. Only 22% of respondents said they don't mind receiving, or seeing, online gambling ads.

2% of regular gamblers in 2022 versus 9% in 2021

In early June 2002, Dutch Minister of Legal Protection Franc Weerwind announced that the gambling market regulator, the Kansspelautoriteit (KSA), had also conducted an investigation into how operators advertise to the specific segment of players aged 18 to 24.

According to the survey, the number of players in 2022 remained stable compared to the previous year and continues to be predominantly male and highly educated. The survey finding also indicates that 12% of all adults have gambled at least once online in the past 12 months, compared to 11% in 2021. On the other hand, only 2% of Dutch adults gamble daily in 2022, compared to 9% in 2021.

More stars in the picture

To frame the advertising, but not ban it, as of June 30, ads that point to responsible gambling are no longer allowed to use athletes, actors and other celebrities who are famous on TV, radio, the Internet and bus shelters. The ban does not distinguish between targeted and non-targeted advertising.

This is the case with former coach Dick Advocaat, known as TOTO the King. Sports sponsorship is expressly excluded from this ban. "This sponsorship poses less direct risk to vulnerable groups because it is a passive form of advertising, such as sponsoring shirts or equipment, and because the people sponsored with such sponsorship do not play an active role in promoting the games of chance that the sponsor organizes. Similarly, this prohibition does not affect the sponsorship of events and television programs by licensed providers of gambling," he said in a press release.