KSA chairman warns operators to find “good balance” in gambling marketing
René Jansen calls on firms to avoid fuelling further advertising restrictions through excessive or irresponsible marketing
Dutch Gambling Authority (KSA) CEO René Jansen has called on prospective licensed operators to find a “good balance” in marketing to Dutch players when the regulated market goes live in October.
In a blog post on the KSA website, Jansen sounded a warning that excessive marketing by firms fighting for market share could negatively impact the country’s stance on online gambling.
“Does this mean that we will soon be faced with a bombardment of advertisements? After all, a new market is emerging and providers will want to fight,” Jansen wrote.
“That undoubtedly leads to a lot of marketing. In countries around us, which previously legalised online games of chance, this led to policy adjustments.
“In Italy, a total ban on advertising for online games of chance was imposed and in Belgium the possibility of advertising was restricted,” he added.
Jansen said he had no “crystal ball” on potential regulatory restrictions on marketing, which may not be required.
“The Dutch player must be able to play safely with reliable providers,” Jansen explained. “Advertising is necessary to lead the player to that safe offer and to push the illegal providers away.
“There is therefore a field of tension. For legal gambling companies, it is important to find a good balance between seducing players on the one hand and not causing irritation on the other,” he added.
Prospective Dutch operators will be subject to several restrictions in respect of marketing, most notably an advertising blackout period between 6am and 9pm across so-called “riskier” games of chance on TV and radio.
However, enforcement of this rule rests with the Dutch Media Authority. Operators are also subject to standardised requirements to prevent misleading marketing or inciting players to gamble online.
Jansen suggested operators should draw on their experiences of adhering to similar marketing rules in Belgium, Italy, Spain and the UK.
“This responsibility means do not look for the edges and advertise in an appropriate and responsible manner,” he wrote. “We have a common interest in ensuring the proper legalisation and regulation of online gambling,” Jansen concluded.