The Dutch gambling regulator, the Kansspelautoriteit (KSA), has unveiled a new responsible gambling campaign aimed at discouraging excessive sports betting among young adults during the upcoming 2026 FIFA World Cup.
Branded “Laat je niet zoek spelen” (“Don’t Get Played”), the initiative is designed to raise awareness of the risks associated with sports wagering during major football tournaments. The regulator noted that betting activity typically rises sharply during events such as the World Cup, with younger audiences particularly likely to participate. According to the KSA, many young adults do not fully recognize sports betting as a form of gambling, making them more vulnerable to risky behavior.
The campaign will run before and throughout the tournament and will be promoted across social media platforms including Instagram, Snapchat, and YouTube. Visitors will also be directed to a dedicated website where they can learn about betting risks and explore how gambling can affect finances, emotions, and decision-making.
As part of the launch, Amsterdam-based street art collective Kamp Seedorf created a mural honoring former Dutch international footballer Glenn Helder, who has spoken publicly about his past struggles with gambling addiction. Helder’s story forms a central part of the campaign’s message, highlighting how seemingly harmless betting habits can develop into serious problems. Football influencer Noah Zeeuw has also joined the initiative and will help spread responsible gambling messages through World Cup-related content.
KSA chairman Michel Groothuizen said major football tournaments often increase the temptation to place bets, particularly among young adults who may be influenced by excitement, peer pressure, and an overestimation of their chances of winning. He stressed that the campaign is intended to inform rather than lecture, helping people make more informed decisions about gambling.
The initiative comes as Dutch authorities intensify their focus on consumer protection ahead of the World Cup, with regulators also increasing oversight of gambling advertising and operator compliance during the tournament period.