The Dutch gambling regulator, Kansspelautoriteit (KSA), has launched two new public awareness campaigns aimed at reducing gambling-related harm among teenagers and young adults. Announced on 2 November, the initiatives focus on early intervention and support, targeting individuals aged 16 to 25 as well as their families.
Focus on Early Conversations and Parental Involvement
The first campaign, OpenOverGokken, is set to begin in early November and primarily addresses parents and caregivers. It encourages families to discuss gambling risks with teenagers and young adults, positioning these conversations alongside other important topics such as online safety and digital behaviour. The campaign builds on the OpenOverGokken.nl platform, which offers independent information and practical tools to help initiate discussions about gambling before young people reach the legal gambling age of 18.
KSA's strategy recognises the exposure of younger audiences to gambling-related content through social media, advertising, and gaming platforms. By promoting early awareness among parents and caregivers, the regulator aims to prevent gambling problems before they arise.
Gokstop Campaign Targets Early Intervention and Self-Exclusion
The second initiative, Gokstop, is directed at young adults who may already be experiencing gambling difficulties. This campaign promotes the idea that individuals can seek help or opt for self-exclusion at any stage, not only in response to severe financial or personal crises. Friends and family are also encouraged to support those considering self-exclusion, and the campaign highlights the national gambling exclusion system as a resource for those seeking to restrict their access to licensed gambling services.
This marks a shift from previous Gokstop messaging, which focused more on the benefits of life after gambling. The current approach aims to lower barriers to assistance and emphasise early recognition of potential harm.
Why This Matters for the Industry
The KSA's campaigns come in response to regulatory data showing that young adults are disproportionately represented among online gambling account holders in the Netherlands. Individuals aged 18 to 23 account for around 22% of licensed gambling accounts, despite making up only 9.2% of the adult population. This high level of participation has prompted discussions about the adequacy of existing protections for young consumers and whether further regulatory measures are needed.
For operators and affiliates, these campaigns signal the regulator's continued focus on responsible gambling and the importance of safeguarding younger audiences. Suppliers may also need to consider how their products and marketing practices align with the regulator's prevention and education efforts. While the campaigns do not introduce new legal requirements, they underscore the expectation that the industry supports harm reduction initiatives and complies with evolving standards around player protection.
Key takeaways
- KSA has launched two campaigns to address gambling harm among young people aged 16 to 25.
- OpenOverGokken targets parents and caregivers to encourage early discussions about gambling risks.
- Gokstop focuses on early intervention and self-exclusion for young adults already at risk.
- The initiatives highlight the regulator's emphasis on prevention, education, and support over legislative changes.
Update (03.11.2026)
Earlier this year, State Secretary Claudia van Bruggen proposed a ban on online gambling advertising, bonuses, and comprehensive play limits, highlighting ongoing concerns about youth gambling since the market's reopening in 2021. However, in September, the Dutch parliament rejected a separate proposal by MP Diederik van Dijk that sought to ban all gambling advertising. Meanwhile, the Dutch gambling trade body VNLOK is engaged in a legal dispute with Meta, asserting that 95% of gambling promotions on Meta's platforms are illegal. Van Bruggen is anticipated to present a draft proposal for public consultation in the first half of 2027, indicating that regulatory clarity on advertising may still be some years away.