Dutch firms join forces in responsible gaming push
"Play consciously" slogan must feature in all communications and marketing by 1 July
Incumbent gambling firms in the Netherlands have joined forces to create a new responsible gambling standard which operators entering into the soon-to-be regulated market are likely to be forced to meet.
In a similar move to the UK’s Senet Group, all local licensees will add the ‘Play consciously’ slogan to all customer communications and marketing.
The Netherlands Gaming Platform (NKP), the industry body that represents operators of games of chance and oversees the advertising code, said the move was designed to make customers more aware of the potential risks involved in playing their products.
The Dutch State Lottery, The Charity lotteries, Lotto, Holland Casino and Sportech Racing are all members of the NKP.
A proactive move by incumbent licensees in the build up to the country’s online licensing framework is no surprise given the interest in the market from foreign firms.
The Dutch government is yet to approve the Gambling Act which will include a series of new responsible gambling measures for all licensed operators.
Despite months of discussions several crucial requirements are unconfirmed, including the workings of a centralised self-exclusion register for games of higher risk, individual limit setting and contributions of 0.5% to an ‘addiction fund’ which have been written into the bill.
Last year the UK’s big four bookmakers joined forces to create the Senet Group, a self-regulatory gambling watchdog which has already launched its first TV advertising campaign designed to highlight the potential risks of gambling.
It is hoped that a proactive approach will ease government scrutiny into gambling operators which has often led to the introduction of betting restrictions and, on some occasions, higher taxes.