Dutch trade association outlines code of conduct for advertising
Body comprised of Holland Casino, FPO Nederland, JOI Gaming, Nederlandse Loterij, ZEbet and VAN Kansspelen produces draft guidelines
The Netherlands’ new online gambling trade association Vergunde Nederlandse Online Kansspelaanbieders (VNLOK) has agreed to create a new code of conduct for advertising.
The trade body, which is comprised of Holland Casino, FPO Nederland, JOI Gaming, Nederlandse Loterij and ZEbet, together with cross-sector body VAN Kansspelen, has managed to produce a draft code after failing to finalise a code of conduct in time for the Dutch online market opening on 1 October.
“It is a pity that we have not been able to come up with a definitive advertising code for the opening of the online market,” said Dutch politician and VNLOK chair Helma Lodders.
“We remain committed to arriving at a definitive code because making advertising proportionate is in the interest of consumers, advertisers and the providers of advertising time,” Lodders added.
The guidelines state that bonuses may not be advertised on broadcast media or outdoor locations such as billboards.
The group said it was important to find a balance between reducing “undesirable behaviour” and restricting bonuses – an important channelisation tool – too tightly.
Meanwhile, member operators will be advised to avoid language or tone that would ‘urgently’ call for or lead to excessive gambling behaviour, such as “you have nothing to lose”, “take your chance, you only live once” or “hurry up, bet now”.
Marketing should not focus on gambling superstitions and should in no way trivialise risk factors related to gambling.
Last month, the Dutch Media Commission and the Netherlands Gambling Authority (KSA) joined forces to closely supervise the marketing of online gambling, which cannot be broadcast on TV or radio between 6am and 9pm.