The Dutch Gambling Authority is taking an unconventional approach to betting harm awareness during the FIFA World Cup, recruiting a former international footballer and street artists to reach young sports fans directly rather than relying on traditional regulatory warnings.

Celebrity Storytelling Over Lectures

The KSA’s “Laat je niet zoek spelen” (Don’t Let Yourself Get Lost in the Game) campaign hinges on a brutally honest premise: young adults don’t respond well to being lectured about risk. So instead of the usual regulatory spiels, the authority has partnered with Glenn Helder, a former Dutch national team member who publicly battled gambling addiction and attempted suicide, to share his story through a street art mural in Amsterdam and social media content.

Influencer and footballer Noah Zeeuw interviewed Helder at the installation and will create ongoing campaign content during the tournament. The idea is straightforward enough: normalise conversations around betting harm without the preachy tone that typically fails to resonate with younger audiences.

Why World Cup Events Present Particular Risk

Global sporting moments like the World Cup create a perfect storm for problem betting behaviour. The KSA identifies three specific vulnerabilities among young adults: heightened tension and excitement during matches, peer pressure to place bets, and cognitive biases that lead players to overestimate their chances of winning.

More troubling, frankly, is the perception gap. Many young sports fans don’t view sports betting as genuine gambling at all. They treat it as something inherent to supporting their team rather than recognising it as a regulated financial product with real harm potential.

Practical Support Beyond Awareness

The campaign does more than raise awareness. The KSA is promoting LaatJeNietZoekSpelen.nl, a portal where players can share experiences and access support resources. Michel Groothuizen, KSA chair, emphasised that the goal is helping young people make informed decisions rather than imposing restrictions.

Smart regulatory play, that. By positioning harm awareness as peer-to-peer conversation rather than top-down intervention, the campaign has a genuine chance of actually changing behaviour during one of the year’s biggest betting events.