The Advertising Code Committee in the Netherlands has rejected CasinoZorgplicht’s complaint against gambling advertisements from online casino 711. According to the commission, the expressions were meant to be humorous and absurdist, and therefore did not violate the rules.
At issue were advertisements that appeared on Facebook last summer. One video showed a man and woman in bed, with the woman enthusiastically holding her phone. The commercial ended with the slogan “711 Altijd. Overal.” (711 anytime, anywhere) and the obligatory warning text.
The description playfully referred to a climax that could not be matched when the woman won the jackpot. CasinoZorgplicht found this comparison to sex misplaced and inappropriate.
Why the delivery room advert was widely criticised
A second video showed a man winning the jackpot during his partner’s delivery. While holding her hand, he cheered for his win at 711. According to the description, these were emotions you cannot hold back.
CasinoZorgplicht called it morally unacceptable that gambling was compared to intimate and important moments such as birth or sexuality. It argued that such advertisements could affect vulnerable groups.
How 711 defended itself against the allegations
The online casino stressed that the advertisements were not aimed at vulnerable audiences. It was also able to show that 95 per cent of the expressions did not reach young people or young adults. According to 711, it was only about light-hearted and humorous promotion of its brand name.
The Advertising Code Committee went along with this. According to the commission, it was clear that the advertisements were meant to be absurdist and did not cross the boundaries of socially acceptable.
How CasinoZorgplicht reacted to the ruling
Despite the loss, CasinoZorgplicht reacted remarkably positively. On its own website, the platform announced that it had ‘never lost a case with such pride’. It decided not to file an appeal.The debate around advertising touches on the broader question of how providers fulfil their duty of care. Players expect transparency and protection. This is not only about clear warnings, but also about choices in marketing and communication.