Dutch trade associations in war of words over advertising curbs
NOGA director Peter-Paul de Goeij furious at trade body’s exclusion from new voluntary code of conduct process developed by land-based operators
Two Dutch trade associations are at loggerheads over the implementation of a new advertising code of conduct for soon-to-be-licensed online gambling operators.
Licensed Netherlands Online Gaming Providers (VNLOK), which officially launched last week, has a membership which currently consists of five of the Netherlands’ largest land-based operators.
This comprises the Dutch Lottery, Holland Casino, ZEbetting & Gaming, JOI Gaming Limited and FPO Nederland BV.
Although VNLOK currently only consists of land-based firms, all of which are planning to launch online operations, the trade body is open to all prospective Dutch-licensed operators.
In a statement, VNLOK chairman Helma Lodders cited the potential for the new trade body to effect change in the new market, which goes live on 1 October.
“The energy among the members of VNLOK is extremely positive,” Lodders explained.
“Together we will do everything we can to be truly meaningful when it comes to proper regulation of the online gambling market and offering a responsible and safe range of online games of chance,” she added.
Lodders also affirmed VNLOK’s stance on combating unlicensed gambling, insisting there would be no room for offshore operators in the market, or VNLOK itself.
“As of 1 October, the market for online games of chance will finally be opened and as far as we are concerned there is no room for parties that do not have a licence,” she added.
As a condition of VNLOK membership, all unlicensed gambling must be rendered completely unavailable to Dutch players once licensed operations begin in October.
In tandem with the new trade body, VNLOK has partnered with an unnamed international operator to launch a voluntary code of conduct for gambling advertising (ROK), which would come into force later this month.
ROK is designed to ensure that all advertising highlights the regulated market and not unlicensed operators, with advertising focused on responsible participation, as well as preventing behaviour that can lead to gambling-related harm.
However, the new code has drawn sharp criticism from fellow Dutch trade body the Netherlands Online Gaming Association (NOGA), which claimed it was excluded from the development process.
NOGA director Peter-Paul de Goeij welcomed the decision to implement a code but suggested NOGA’s exclusion would ultimately hinder its effectiveness.
“With 10 members, NOGA represents more than a large majority of the future licensed online gambling providers in the Netherlands,” de Goeij explained.
“Unfortunately, despite repeated requests, NOGA was not involved from the outset by the country-specific providers who wrote this code.
“This exclusion is very unwise. After all, self-regulation benefits from the widest possible support.
“It is also a missed opportunity because NOGA has not been able to contribute the varied and extensive international expertise gained by its members in several other European countries.
“NOGA was only allowed to comment on the final draft version – as a bandage for the bleeding, but its main criticisms have been brushed aside,” he added.
Current NOGA members include bet365, Betsson, Betway, Entain, Flutter, Kindred, LeoVegas and tombola.
De-Goeij said the code “did not go far enough” to stop unlicensed gambling, and that it placed online-only licensees at a disadvantage.
“The limitation of three betting ads per block only applies to internet gambling ads,” he explained.
“So, in addition to three advertisements for online gambling, Holland Casino, Gaston and Koning TOTO will soon be allowed to advertise their offline offer as usual.
“The viewer doesn’t make that distinction between offline and online at all – the consumer just sees an annoying gambling advertisement.
“In addition, gambling advertisements from the current gambling providers are already omnipresent and everywhere, on television, radio, internet and bus shelters and in our mailboxes.
“Let’s face it, consumers also find too many gambling ads just annoying,” De-Goeij added.
Despite his criticism, the NOGA director suggested the body would work if a “sector-transcending” agreement on advertising volume could be reached.
Issuing an olive branch, De-Goeij continued: “I would like to invite here again – all colleagues, media parties and broadcasters – to sit down in a coalition of benevolent people to jointly prevent a gambling advertising avalanche.”