VNLOK produces draft iGaming advertising regulations for the Netherlands

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In the Netherlands and a new trade body has reportedly been established in order to create a voluntary code of advertising conduct for those firms wishing to participate in the nation’s newly-regulated online gambling market.

According to a source, the fresh organization is known as the Vergunde Nederlandse Online Kansspelaanbieders (VNLOK) and consists of iGaming operators Holland Casino NV, FPO Netherlands BV, JOI Gaming Limited, Zetote System Limited and Nederlandse Loterij in addition to the VAN Kansspelen trade association.

Interim instructions:

Although the VNLOK failed to come up with a definitive advertising code in time for the launch of the Netherlands’ newly-regulated online gaming market from last weekend, it did reportedly agree a draft set of guidelines. The organization purportedly declared that its members will now be obliged to abide by these provisional instructions including a requirement that they avoid using language that may prompt ‘excessive’ behaviors such as ‘take your chance, you only live once,’ ‘you have nothing to lose’ or ‘hurry up, gamble now.

Bonus brake:

Helma Lodders (pictured) has reportedly been appointed serve as the inaugural Chairman for the VNLOK and she stated that members are now moreover forbidden from advertising bonus offers via broadcast media or outdoor locations such as billboards. She purportedly proclaimed that this provision was an effort to strike an equitable ‘balance’ between reducing ‘undesirable behavior’ and the campaigns that serve as an important channelization tool.

Reportedly read a statement from 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. We have seen it in countries around us and if you don’t make proportional agreements, you risk an abundance of untargeted advertising that provokes irritation and resistance amongst consumers.”

Added restraints:

Lodders reportedly disclosed that her organization’s draft guidelines also forbid members from trivializing the risk factors associated with gambling or tailoring their advertising towards superstitions. She purportedly explained that such campaigns are furthermore not permitted to suggest that gambling is important to a punter’s life, could lead to happiness or social acceptance or solve unrelated problems such as financial uncertainty.

Rival’s request:

The source reported that a different Dutch-facing trade group, the Netherlands Online Gambling Association (NOGA), last month urged its members, which include giants such as Entain, Flutter Entertainment and Bet365, to adopt its own new code of conduct. This organization purportedly asserted that the rules instituted by the small nation’s advertising watchdog were too lenient even though they prohibit iGaming operators from running any more than three spots during any one advertising ‘block.


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