Dutch gambling regulator partners with Glenn Helder and Noah Zeeuw for World Cup awareness campaign

(AsiaGameHub) –   The KSA has initiated a campaign designed to increase awareness of the risks associated with sports betting among young adults.

The Netherlands.- As the FIFA World Cup 2026 approaches, the Dutch gambling regulator Kansspelautoriteit (KSA) is launching a new responsible gambling campaign aimed at young adults. Under the slogan “Laat je niet zoek spelen” (“Don’t get played”), the campaign draws attention to the dangers involved in sports betting.

The regulator observed that Dutch consumers engage in more betting during the World Cup and other significant sporting events, noting that these events hold a particular allure for young adults. The KSA stated that this demographic “often believes that sports betting does not truly fall under gambling.” Consequently, the campaign is being launched to alert them to the potential risks.

Developed by FCB Amsterdam, the campaign will run in the lead-up to and throughout the 2026 FIFA World Cup. Content will be disseminated across social media platforms, including Instagram, Snapchat, and YouTube.

To mark the campaign’s commencement, street art collective Kamp Seedorf created a mural in Amsterdam as a tribute to former international player Glenn Helder. Helder, who played for the Dutch national team, has been open about his past gambling issues for years. Through his experience, he aims to demonstrate to young people that betting, even if it starts small, can lead to significant repercussions.

The mural serves as an homage to Helder’s football career and his battle with a gambling addiction. In this capacity, he represents the campaign’s effort to reach young people in an environment where temptation is high: surrounding football, friends, excitement, and the World Cup, according to the KSA.

Michel Groothuizen, chairman of the regulator, commented: “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.”

Influencer and footballer Noah Zeeuw interviewed Glenn Helder at the mural for a segment shared on social media. Their conversation covered Helder’s football career, his time with the Dutch national team, and his gambling history.

Following this initial event, Noah Zeeuw will produce additional content for the campaign during the World Cup, which he will share on his personal social media channels. In these pieces, he will explore the risks of betting in greater detail, incorporating personal anecdotes and relatable scenarios from football culture.

Furthermore, the campaign is enhanced by other social and digital assets that direct the target audience to the website LaatJeNietZoekSpelen.nl. On this site, individuals can assess their understanding of betting risks and learn how quickly a bet can impact finances, emotions, and behavior.

Helder stated: “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.”

Noah Zeeuw added: “Young people might view betting as a minor issue or something that is part of football. But that is precisely why it is important to open up the conversation and talk about the risks. Not with a raised finger, but with real stories and relatable situations.”

Heightened supervision of gambling ads during the World Cup

The KSA has also alerted gambling operators to its intention to increase its oversight of sports betting advertising and promotions during the FIFA World Cup 2026. The regulator has communicated with all Dutch gambling license holders to specifically remind them of the existing regulations concerning advertising and betting offers.

In its communication, the KSA highlighted, among other points, the prohibition on untargeted advertising introduced in 2023, and the ban on gambling sports sponsorship implemented last year. The KSA also reminded providers that not all forms of online sports betting are permissible in the Netherlands; for instance, betting on who receives a yellow card or the first corner kick is not allowed. The KSA intends to take immediate enforcement action in cases of non-compliance.