The end of untargeted advertising
The new regulations mean that online casinos and other providers of online games of chance are no longer allowed to broadcast or place their advertisements in an untargeted manner. Specifically, this means that we will no longer see generic TV and radio commercials trying to persuade everyone to take a gamble. Billboards for online games of chance will also disappear from the streets.
Effects of the ban
The ban particularly affects the new players in the market. These new providers, some of which can be found in this overview of legal online casinos in the Netherlands, still need to build their brand. Untargeted advertising was a way to quickly gain brand awareness. Now that this is no longer possible, it becomes much harder for these new players to capture market share.
It can be argued that this is not fair market competition. The players who entered the market earlier (often the larger parties who could prepare for this for years) were able to benefit from the lack of regulations for untargeted advertising. The smaller players, who only entered the market later, could not benefit from this. It took years for the new law for online games of chance to be drafted and approved: could it not have taken another year if that would have also meant that the rules for untargeted advertising were well thought out from the start?
The role of role models
This new regulation follows earlier adjustments to the advertising rules. Since January 1, 2023, it has no longer been allowed to use well-known Dutch personalities as role models in gambling advertisements. This adjustment was made with the aim of protecting young people, who may have felt attracted to gambling by seeing their idols in such advertisements.
To put this into perspective, think of the Toto advertisements from recent years. These were known for using various well-known faces from the sports and entertainment world. From football analyst Jack van Gelder to former professional footballer Royston Drenthe, and from model Kim Feenstra to rapper Donnie. Their presence in the advertisements made gambling attractive and accessible to a wide audience, including younger viewers.
However, the government has determined that this may have a negative influence on young people's perception of gambling. They may get the impression from these advertisements that gambling is normal or even desirable, and they are encouraged to participate. Therefore, it has been decided that these role models will no longer participate in gambling advertisements. The goal is to make gambling less attractive to young people and to protect them from the potential risks of gambling addiction.
Protection and awareness of gambling addiction
The changes in advertising rules are designed to protect consumers. By limiting untargeted advertising and the use of role models, there is also more focus on awareness. Gambling advertisements were already required to include the warning "What does gambling cost you? Stop on time, 18+".
The future of online casino advertising
Although the new rules bring challenges, they also present an opportunity for creativity in the advertising world. Online casinos will need to adjust their strategies, which may result in unique and innovative campaigns. So the next time you search for a Dutch casino to try your luck, you might be surprised by the way they try to reach you!
What is still allowed?
Despite the new restrictions, it is not the case that all forms of gambling advertising will completely disappear from the scene. There are still some channels through which gambling companies are allowed to promote their services, provided they meet certain conditions.
For example, gambling companies are allowed to advertise on the internet or through direct mailings. However, these advertisements may not simply be sent to everyone. They are only permitted when there is a targeted search request from the consumer.
Specifically, this means that if you as a consumer search specifically for a term like 'legal online casino' through a search engine like Google, the companies are allowed to advertise their services. The idea behind this is that consumers who are actively seeking information about legal online casinos should also be able to find this information.
As for the exact way in which online and direct mailings may be used for advertising purposes, there is still some uncertainty. The specific details of these conditions still need to be worked out. It is clear that the focus will be on protecting vulnerable groups and preventing gambling addiction.
