The Netherlands Gambling Authority has launched a nationwide campaign ahead of the FIFA World Cup, aiming to highlight the risks associated with sports betting among young adults as wagering activity is expected to increase during the tournament.
The initiative, titled “Laat je niet zoek spelen” or “Don’t lose yourself in the game,” focuses on a demographic that regulators consider particularly vulnerable to gambling-related harm. According to the authority, many younger bettors do not view sports wagering in the same way as other forms of gambling, creating a greater risk of underestimating its potential consequences.
To introduce the campaign, Amsterdam-based street art collective Kamp Seedorf created a mural honoring former Netherlands international Glenn Helder. The artwork reflects both Helder’s football career and his long-publicized experience with gambling addiction. The regulator selected Helder as the central figure of the campaign because of his willingness to discuss the impact gambling had on his life.
“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,” Helder said.
Campaign Targets Football Culture
The authority designed the initiative to reach young people through environments closely associated with football, including friendships, excitement surrounding major matches and sports discussions.
Influencer and footballer Noah Zeeuw interviewed Helder at the mural unveiling and will continue producing campaign-related content throughout the World Cup. The material will be distributed through his social media channels, including Instagram, Snapchat and YouTube.
“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,” Zeeuw said.
The campaign also directs audiences to the LaatJeNietZoekSpelen.nl website, where visitors can test their understanding of betting risks and explore how gambling can affect finances, emotions and behavior.
Michel Groothuizen, chairman of the regulator, 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.”
Increased Monitoring During Tournament
The awareness effort coincides with increased monitoring of gambling operators. The regulator recently reminded licensed sportsbooks that advertising live betting during live sporting events remains prohibited.
Operators may not encourage bets during matches through social media posts, push notifications or emails. Officials have also reminded companies about wider advertising restrictions and said supervision will increase during the World Cup.
The campaign arrives amid broader regulatory activity across Europe. Belgium recently reinforced rules banning free bets and bonuses, while France introduced measures to identify high-risk bettors. Research released this week found that 63% of consumers worldwide are concerned about minors accessing sports betting apps during the tournament.
Source:
“Gaming Authority warns young people with World Cup campaign ‘Don’t let yourself be outplayed’”, kansspelautoriteit.nl, May 27, 2026
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