Advertising Code Committee intervenes in Circus.nl gambling advertising

The Advertising Code Committee in the Netherlands RCC has intervened after a complaint about the legal online casino Circus.nl. And a gambling advertisement from the company. The complaint related to a YouTube video that allegedly encouraged participation in gambling to improve the viewer’s mood. The complaint led to a thorough evaluation of the campaign. Which was ultimately found by the RCC to be contrary to Dutch law and regulations.

The Circus.nl gambling advertisement: A man in a blue sweater

The advertisement in question shows a man watching a sports match in a cafe. Dressed in a blue jersey and a scarf in the colors of his team. He is the only supporter of his team in an otherwise red and white crowd. After his team loses the match, a figure Mr. Circus appears from a cloud of smoke and asks: “Feeling blue?”

The man confirms this and Mr. Circus advises him to make a bet. Ultimately, the man seems to improve his gloomy mood after placing the bet and joining the cheering crowd but now dressed in red.

Complaint and response from Circus.nl

The complaint against the gambling advertisement was filed because the video would give the impression that online gambling could be a solution for people who are feeling down. The complainant found this irresponsible given the duty of care of legal gaming providers. This was created to regulate the gaming behavior of players and protect vulnerable people.

Circus.nl responded by stating that the expression “Feeling blue?” the advertisement referred to the man’s club colors, not his state of mind. They emphasized that Mr. Circus should not be seen as a conscience, but as a mascot that offers the man the opportunity to turn his loss into something positive.

RCC determines that gambling advertising must be adjusted

However, the RCC concluded that Circus.nl’s gambling advertising is misleading. This is because it gives the impression that sports betting can lighten a gloomy mood. And that gambling brings the man socially closer to other supporters.

The advertisement therefore does not comply with Dutch regulations and must be adjusted. Circus.nl has promised to review the advertising. To avoid suggesting that gambling can improve mood.

Dutch Advertising Code: Legal guidelines for advertising

The Dutch Advertising Code sets clear guidelines for advertising communications:

• Advertising may not be misleading.
• Advertisers may not include incorrect information in their advertising.
• Companies must fully disclose essential information about their product or service.
• Advertising may not conflict with good taste and decency.

Stricter rules apply to advertisements aimed at young adults and children than to those aimed at adults.