The Netherlands Gambling Authority (KSA) has launched a new public awareness campaign aimed at educating young adults about the risks of sports betting ahead of the FIFA World Cup.
The initiative, titled Laat je niet zoek spelen (“Don’t lose yourself in the game”), focuses on a demographic that regulators consider particularly vulnerable to gambling-related harm. The campaign forms part of the KSA’s broader effort to promote responsible gambling during one of the world’s most popular sporting events.
Former Footballer Leads Awareness Effort
To launch the campaign, Amsterdam street-art collective Kamp Seedorf unveiled a mural featuring former Dutch international footballer Glenn Helder, who serves as the campaign’s main ambassador.
Helder has spoken publicly about his own struggles with gambling and is using his experience to raise awareness among younger audiences. As part of the campaign, he encourages football fans to enjoy the sport without becoming consumed by betting activities.
The KSA believes personal stories can help illustrate how casual betting can escalate into more serious gambling problems.
Social Media Targets Younger Audiences
The regulator has partnered with influencer and footballer Noah Zeeuw to extend the campaign’s reach across social media platforms.
Throughout the World Cup, Zeeuw will publish content on Instagram, Snapchat, and YouTube, sharing messages designed to highlight gambling risks in a format that resonates with younger audiences.
According to KSA Chairman Michel Groothuizen, many young adults view sports betting differently from traditional forms of gambling, a perception the regulator considers both common and potentially harmful.
Rather than using a purely educational approach, the campaign focuses on relatable stories that demonstrate how seemingly harmless bets can develop into problematic behavior.
Increased Regulatory Pressure on Operators
The awareness campaign coincides with stricter regulatory oversight of the Dutch gambling sector.
The KSA recently reminded licensed operators that the country’s ban on untargeted gambling advertising remains in effect. The regulator also continues to prohibit certain micro-betting markets, including wagers on first corner kicks and yellow cards.
Enforcement activity has increased significantly in recent years. Dutch gambling taxes rose to 37.8% in 2026, while the regulator issued substantial penalties against both licensed and unlicensed operators for regulatory breaches.
European Regulators Strengthen Consumer Protection
The Netherlands is not alone in tightening gambling safeguards ahead of the World Cup.
Belgium recently reminded operators of restrictions on bonuses and promotional incentives, while France introduced new tools to identify high-risk gamblers and strengthen consumer protection measures.
Recent survey data also highlights growing concerns around sports betting during major tournaments. Research found that 63% of consumers worldwide worry about minors accessing sports betting platforms during the World Cup, while nearly half of respondents said betting would form part of their tournament experience.
As betting activity is expected to increase during the competition, regulators across Europe are intensifying efforts to balance market growth with player protection.
