Dutch operators unveil new restrictive advertising code

Dutch-licensed operators, working via trade association VNLOK, have unveiled the first advertising code of conduct for online gambling in the Netherlands.

VNLOK representatives worked with consumer organisations and the Dutch Advertising Standards Commission on the new code, which introduces a number of restrictions on the regulated Dutch market.

Standards within the Advertising Code for Online Gaming include a limit of three broadcasted (non-lottery) gambling advertisements per commercial break, as well as a 30-second limit on all broadcast TV commercials.

In addition, online video advertisements can only be displayed between 9pm and 6am.

In line with other advertising codes, the code states that adverts should not induce people to gamble or utilise demanding or persuasive language, nor appeal to those under the age of 25 through their usage of cartoon characters or individuals which may appeal to underage players.

“Advertising for online games of chance must not reach an audience that consists of more than 25% of minors and young adults together,” it states.

“The range is established over a representative measurement period that is determined on the basis of the concrete circumstances of the case.

“This includes the location, the medium, impact, proportionality, the qualification of the person responsible for the medium itself, the judgement of independent media professionals and the nature of the products or services offered and using the most objective possible reach figures,” it adds.

New player bonuses will be limited after a period of six months to a maximum amount of 100% of the first deposit, subject to that being lower than €250, but higher than or equal to €50.

Bonuses where the first deposit is less than €50 will be limited to €50, rising to €250 in all other cases. Bonuses must be expressly accepted before they are awarded, and someone who states they do not want to receive one should not do so, cancelling any bonus as soon as possible.

Sponsorships by gambling operators are allowed, however in the case of sports shirts, Dutch operator logos will not be featured on any child-sized team kits.

As well as online operators these restrictions will also apply to the land-based activities of the operators represented by VNLOK: Nederlandse Loterij, Holland Casino, Fair Play Casino, Jack’s Casino, and ZETurf.

VNLOK chair Helma Lodders highlighted the difficulty for the trade body in bringing together many different organisations with interests in advertising within the Dutch market.

“It was not easy to unite the interests of all parties involved, but we succeeded in arriving at a strong advertising code for online games of chance that additionally protects consumers and specifically vulnerable groups,” Lodders said.

“Many restrictive measures are already in place by law for the promotion of online games of chance.

“With this code, the members of the VNLOK – also listening to the social discussion – are voluntarily taking a big step on top of that.

“This significantly reduces the perceived overkill of advertisements, not only on TV and radio, but also online without – and that makes the code really special – jeopardising the social objective of diverting 80% of current players from illegal to legal providers of online games of chance. An objective for which responsible advertising is essential,” Lodders added.

The Advertising Code for Online Games of Chance will initially apply until 1 March 2023, and it is reported that in October 2022 an evaluation will be conducted with all relevant parties to decide whether the code is on target to meet its objectives.

The code is part of the national advertising code and self-regulated. Anyone can file a complaint based on the rules laid down in the new code.

This is then assessed by the Advertising Code Committee of the Advertising Code Foundation. If the complaint is upheld, the advertiser will be instructed to adjust its advertisement.