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With the World Cup approaching and betting activity expected to spike, the Dutch Gambling Authority (KSA) has rolled out a new public awareness campaign aimed squarely at young adults — the group regulators consider most vulnerable to impulsive, excessive wagering once the tournament kicks off.
Why the KSA Is Targeting Young Adults Now
Major football tournaments tend to bring a predictable side effect: a surge in sports betting. The KSA says younger bettors are especially exposed to this pull, driven by social pressure, tournament-fueled excitement, and a tendency to overrate their own odds of winning. Rather than wait for problems to surface, the regulator wants to get ahead of the tournament with a message that lands before the betting frenzy does.
The campaign carries a simple, memorable line: "Don't Get Lost Playing." It's built to cut through the noise of tournament hype with a straightforward reminder — enjoy the football, but keep an eye on how much time and money you're putting into betting on it.
A Mural, a Footballer, and a Cautionary Story
To make the message land with a younger audience, the KSA partnered with street art collective Kamp Seedorf, who created a striking mural featuring former Dutch international Glenn Helder — a player who has been open about his own past struggles with gambling.
The mural isn't just a portrait; it's designed as a visual warning. It tells the story of how a habit that starts small and seemingly harmless can escalate quickly, with consequences that reach far beyond the betting slip.
"We Don't Want to Lecture Them" — KSA Chairman
KSA Chairman Michel Groothuizen explained the thinking behind the campaign's tone, noting that tournament season heightens temptation, especially among young adults dealing with peer pressure and inflated confidence in their own predictions. He said the goal isn't to preach at people, but to lay out the real risks clearly enough that they can make better-informed choices for themselves.
Helder, whose image anchors the mural, echoed that sentiment in his own words. He described football as something meant to be enjoyed — and warned that betting can cost far more than money. Drawing on his personal experience, he said he understood what it felt like to lose himself in gambling, and how hard-won it was to find his way back. His message to young fans was simple: don't let the game swallow you.
Beyond the Mural: Influencer Content and Ongoing Outreach
Helder wasn't the only voice attached to the campaign. Soccer influencer Noah Zeeuw interviewed him in front of the finished mural and plans to keep the momentum going with a series of follow-up content pieces. These will lean on personal stories and relatable scenarios to reach young viewers who may already be finding it difficult to keep their own betting habits in check.
The KSA's closing message sums up the entire push in one line: don't let yourself be outplayed.
Part of a Broader Enforcement Push
This campaign doesn't exist in isolation. The KSA has also been ramping up scrutiny of unauthorized gambling promotions and unlicensed offshore operators — an issue regulators expect to intensify as World Cup betting volumes climb and unregulated platforms try to capture some of that traffic.
