Dutch Gambling Authority Warns Young People About Risks of Football Betting
An increasing number of young adults aged 18 to 25 are engaging in online football betting, with serious consequences. That’s why the Dutch Gambling Authority (Kansspelautoriteit, Ksa) is launching the campaign 'Football is exciting enough, even without bets' at the kick-off of the UEFA Champions League. The campaign warns against the risks, challenges the normalisation of gambling, and encourages conscious decision-making among young people. It was developed by advertising agency FCB Amsterdam.
Vulnerability of young adults
Football betting is the most popular form of online gambling, accounting for 59 percent of activity. Among young people aged 18 to 24, one in three has experience with online sports betting. Among amateur football players, this number is even higher. Research shows that young people tend to overestimate their chances of winning and are particularly sensitive to peer pressure. As a result, they face an increased risk of gambling addiction and financial problems.
Empowering choice
The campaign’s goal is not only to highlight the risks, but also to help young adults make informed decisions. It aims to raise awareness and encourage behavioural change: from normalisation to de-normalisation, from impulse to insight, and from imitation to reflection. The Dutch Gambling Authority also hopes to spark a wider social debate.
What a pass! Football is already exciting enough, even without bets. Discover all the risks at betjesbuitenspel.nl
The creative strategy centres on the inherent tension and emotion of football itself. The campaign shows that bets are unnecessary to experience the excitement of the game, and it connects positive emotions with the healthy choice of not gambling. By doing so, it actively counters the belief that betting makes matches more thrilling. “Online gambling among young adults is a growing problem that requires action,” says Marloes Derks, spokesperson for the Dutch Gambling Authority. “With ‘Football is exciting enough, even without bets’ we’ve chosen a positive approach. We highlight the thrill of football itself, and through the interactive platform ‘Bets Offside’ (‘Betjes Buitenspel’) we provide young people with concrete tools to stay in control.”
From awareness to action
The campaign film follows a group of friends enjoying a football match without gambling. To turn awareness into action, the interactive platform ‘Bets Offside’ has been developed. Through social media and the website, young people can test their knowledge about gambling risks and learn to make conscious choices. The test covers topics such as the actual influence of football knowledge on winning odds, the dangers of bonuses, and the effect of play limits.
The campaign is fully digital, aligned with the online behaviour and media consumption of young adults. It includes an online video, an interactive landing page, Instagram Stories, and targeted ads on Snapchat and Meta. In addition, mobile billboards around Champions League matches will boost visibility. The campaign runs from mid-September to mid-November.
