As the World Cup is now drawing nearer, and sports betting is a highly popular accompanying activity, the Dutch Gambling Authority (KSA) has issued a new warning to young people, advising them against excessive indulgence and keeping track of how much they spend.
World Cup is often seen as a time of excessive betting - the KSA wants to protect young people
Aptly called Don’t get lost playing, the campaign seeks to amplify awareness messages about the risks associated with gambling ahead of the big sports tournament that habitually draws steady betting interest. The KSA has identified young adults as the most at-risk to push their sports betting habits beyond what is reasonable, and therefore, the regulator has chosen this demographic as its target group. The KSA has turned to Kamp Seedorf, a street art collective, which has already worked on a mural depicting Glenn Helder, a popular Dutch soccer player who openly spoke about his struggles with gambling. The mural is used as a cautionary tale of how you can start small but quickly spiral out of control and face major life consequences.
Focusing on relatable experiences and popular role models
Commenting on the fresh marketing push aimed at reducing harm among young adults who gamble, KSA Chairman Michel Groothuizen said: During major football tournaments, the temptation to place sports bets increases. Young adults, in particular, are susceptible to tension, peer pressure, and overestimating their chances of winning. With this campaign, we do not want to lecture them, but rather show them what the risks are and help them make informed choices. Other than having his image inscribed into a mural, Helder was similarly happy to take questions from soccer influencer Noah Zeeuw in front of the completed work and talk about his own difficult past with gambling. Helder had this to add: Football should be something you enjoy. With betting, you can lose much more than money. I know what it is like to lose yourself, and also how important it is to find yourself again. That is why I say to young people: don’t let yourself get lost in the game. Zeeuw, in the meantime, will not stop with the interview, as he already has planned several pieces of content that will specifically address the inherent risks of sports betting and center these warnings around personal stories, while also offering relatable situations to viewers who may be finding it difficult to keep their own gambling habits under control. As the KSA puts it: don’t let yourself be outplayed. The regulator has also been paying attention to unauthorized promotions and the activity of offshore gambling platforms, which is likely to continue picking up as the World Cup kicks off in earnest.
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