On 13 February 2025, the Dutch Gaming Authority (Kansspelautoriteit, or Ksa) issued a warning to VriendenLoterij regarding advertising deemed inappropriate. This action highlights the limits of lottery promotion and the importance of protecting vulnerable consumers.
The facts of the case
The VriendenLoterij had published an advertorial in a major Dutch daily newspaper, telling the story of a winner who had used his winnings to pay medical bills. A member of the public reported this advertisement to the Ksa, claiming that it presented gambling as a solution to personal or financial problems. The Ksa then contacted the VriendenLoterij, which immediately withdrew the article.
The rules in effect
Lotteries frequently use ‘winners’ stories’ to promote their games. However, it is forbidden to present gambling as a solution to personal or financial difficulties. According to the Ksa, such advertising can encourage people to spend more than they expect, hoping to solve their problems by gambling. The Ksa therefore considers it inappropriate to promote gambling by telling stories of winners linked to situations such as homelessness, health problems, funeral expenses or the payment of outstanding debts.
Reactions
VriendenLoterij reacted quickly by withdrawing the offending article. For its part, the Ksa reiterated the importance of complying with advertising rules to protect consumers, particularly the most vulnerable.
This incident highlights the need for gambling operators to be responsible in their advertising strategies. Games of chance must be promoted in an ethical manner, without exploiting people’s vulnerabilities. Regulators, such as the Ksa, play a crucial role in ensuring that industry practices comply with the standards established to protect consumers.