The Netherlands Online Gambling Association (NOGA) says the Dutch advertising code for gambling doesn’t go far enough. It’s called for more regulation to prevent a “gambling advertising avalanche.”
New regulations limit gaming advertising to three ads per commercial break—but only on the internet.
The Netherlands gaming market is set to open in October. Guidelines were issued recently by Kansspelautoriteit (KSA) the Dutch gaming authority.
Director Peter-Paul de Goeij of NOGA, the country’s most prominent online trade group, complains that offline advertising isn’t limited. He declared, “The viewer does not make the distinction between offline and online at all—the consumer just sees an irritating gambling ad.”
He added, “This code does not go far enough. The limit of three gambling advertisements per block, applies only to internet gambling advertisements. So, in addition to three advertisements for online gambling, Holland Casino, Gaston and Koning TOTO will be allowed to advertise their offline offerings without any restrictions.”
Some of the most prominent sportsbook companies belong to NOGA, including Entain, Flutter, Kindred and Bet365.
NOGA has called for all stakeholders—including broadcasters, lotteries and gaming companies— to agree on the total amount of advertising allowed. Otherwise patrons will flee to illegal sites that don’t pester them with advertising appeals.
De Goeij added, “If we do not prevent this from happening, there may be a ban on gambling advertising introduced soon and then we will not be able to persuade consumers to play at a legal gambling site. NOGA therefore advocates advertising volume control.”
