Since the Netherlands opened its KOA online gaming market last October, gambling addiction experts say the public is being bombarded by too many ads. Eleven operators have licenses in the new market.
They paint an unrealistic picture that might lure the less sophisticated into spending more money than they can afford to lose. Casinos are spending up to 12 million euros per month on ads according to the Dutch newspaper Volksrant. The gray market is estimated to have been about €750 million (US$850 million) two years ago.
Although bombarded with complaints the Advertising Code Committee has so far declined to crack down on online gaming ads.
Addiction professor and neuropsychologist Anneke Goudriaan, told Volksrant that casinos sell gambling as fun, but leaves out the darker elements. “Only the wins are shown, while the losses are so much more frequent. On average, gambling costs people money,” she said.
Although casinos are required to include disclaimers, experts like Goudriaan say it’s not enough.
Casinos are not supposed to use professional sports players in their ads, but the law says nothing about retired players. It also requires that role models may not be used—but is sketchy on what a role model is.
KOA is regulated by Kansspelautoriteit (KSA), the Netherlands Gambling Authority, which recently warned three licensees that “special attention must be paid” to ensure that such messages are not viewed by the vulnerable population such as minors.
It cited examples where a cartoon character appeared to invite teens to gamble. KSA added, “Less serious deviations from the law were found at seven other providers: they too must take measures. With one provider, the KSA could limit itself to a recommendation.”
KSA promised to keep “a close eye on advertising by gambling providers,” in the future.
