NOGA Has Called for Greater Restrictions on Advertising in Response to Guidelines Published by the Regulator

September 18, 2021 | Advertising

NOGA about gambling advertising

THE HAGUE, Netherlands (September 13, 2021) — According to NOGA, what is wrong with the agreement to allow a maximum of three gambling advertisements per commercial block?

“As a matter of fact, it is very good that there is now an advertising code for online gambling. We cannot afford not to have protection against too much gambling advertising. And the latter is precisely the point about which NOGA is so concerned,” says Peter-Paul de Goeij, director of NOGA.

“This code does not go far enough. The limitation of three betting ads per block only applies to Internet gambling ads. 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 current gambling providers are already omnipresent and everywhere; on television, radio, internet, bus shelters and in our mailboxes. Let’s face it, consumers also find too many gambling ads just annoying.

That irritation, and are inundated with gokreclame should we really avoid. That is why, since June 2019, NOGA has been calling on all gambling providers, online, offline, the Postcode Lottery – but also the media parties and broadcasters – to come together and make agreements about the total amount of gambling advertising in the Netherlands. To dampen the growth that is coming with the legalization of the online market and to prevent a gambling advertising avalanche.

If we don’t do that, there may well be a ban on gambling advertising and we will no longer be able to persuade consumers to play at a legal gambling site. NOGA therefore advocates advertising volume control.”

How does NOGA view the process of drawing up the advertising code for online gambling?

“That certainly doesn’t deserve a beauty prize. With ten members, NOGA represents more than a large majority of the future licensed online gambling providers in the Netherlands. 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 cover for the bleeding, but its main criticisms have been brushed aside.

Anyway, we turn that page now and look ahead. We support the code, but with the important addition that this sector-transcending agreement on advertising volume control is necessary and I would like to invite here again – all colleagues, the media parties and the broadcasters – to sit down in a coalition of benevolent people. to jointly prevent a gambling advertising avalanche.”