European regulators form cross border gambling communication network

European gambling regulators have taken a further step toward coordinated oversight with the launch of a new communication-focused initiative that brings together authorities from multiple jurisdictions. The initiative reflects a growing recognition that effective public messaging plays a central role in modern gambling regulation, particularly as digital channels reshape how consumers engage with betting and gaming services.

At the centre of this effort are the Dutch Gambling Authority and Spillemyndigheden, which have jointly introduced the European Regulators’ Network on Communication. The platform is designed to strengthen collaboration between regulators by focusing specifically on how they communicate with the public about gambling-related risks and responsibilities.

The initiative signals a broader shift in regulatory thinking. Communication is no longer treated as a supporting function but as a core policy tool that can influence consumer behaviour, improve awareness of legal frameworks and support harm prevention strategies.

Regulators form communication network

The newly established network brings together representatives from seven European countries. While each participating jurisdiction operates under its own legal and cultural framework, the group shares a common objective: improving the clarity, reach and effectiveness of public communication around gambling.

The first formal meeting took place in Denmark, where regulatory officials and communications specialists gathered to exchange perspectives on how messaging strategies can better reflect the realities of a rapidly evolving gambling landscape. Discussions focused on how authorities can more effectively explain risks to consumers, communicate regulatory expectations and respond to misinformation or unclear narratives in the public domain.

Participants explored the increasing complexity of the information environment, particularly in relation to online platforms and social media. As consumers are exposed to a wide range of content, including advertising from both licensed and unlicensed operators, regulators face challenges in ensuring that accurate and responsible messaging stands out.

This network is intended to complement existing forms of cooperation between European regulators. While previous initiatives have largely concentrated on enforcement and policy alignment, this platform introduces a dedicated focus on communication practices, adding a new operational dimension to cross-border collaboration.

Focus on public campaigns

A key priority of the network is to evaluate and improve public awareness campaigns. Regulators across Europe have developed various initiatives aimed at educating consumers about gambling risks, promoting safer play and discouraging engagement with illegal operators. However, the effectiveness of these campaigns can vary depending on factors such as cultural context, media consumption habits and the clarity of the messaging itself.

Through the network, participating authorities will share insights from past campaigns, including what has worked well and where improvements are needed. This includes assessing how different messages resonate with specific audience groups, such as younger consumers, high-frequency players or individuals at risk of gambling-related harm.

The initiative also seeks to test new approaches to communication. Regulators are increasingly interested in evidence-based strategies that can be measured and refined over time. This may involve analysing engagement data, conducting behavioural research or experimenting with different formats and channels to determine which methods are most effective.

Importantly, the network aims to identify gaps in current communication efforts. In some cases, consumers may not fully understand the distinction between licensed and unlicensed operators or they may not be aware of the tools available to manage their gambling behaviour. Addressing these gaps is considered essential to strengthening consumer protection.

Communication as a regulatory tool

The creation of the European Regulators’ Network on Communication reflects a broader trend in which communication is becoming a central component of regulatory strategy. In an increasingly digital environment, traditional methods of public outreach may no longer be sufficient.

Regulators are now operating in a fragmented media landscape where information spreads rapidly and often without clear verification. Social media platforms, influencer marketing and targeted advertising have transformed how gambling services are promoted and perceived. As a result, authorities must adapt their communication strategies to remain relevant and effective.

This shift also aligns with growing expectations from policymakers and the public. There is increasing demand for transparency, clarity and accountability in how gambling risks are communicated. Regulators are expected not only to enforce rules but also to ensure that consumers are well informed and able to make responsible decisions.

By working together, European regulators aim to develop more consistent messaging standards while still respecting national differences. This balance is considered important in maintaining both regulatory independence and collective effectiveness.

Player protection cooperation

The new communication network builds on earlier efforts to strengthen cooperation in the area of player protection. In autumn 2025, the Dutch Gambling Authority hosted a conference that brought together regulators and experts from across Europe to examine issues such as gambling addiction, consumer safeguards and the risks associated with unlicensed operators.

That event highlighted the importance of coordinated action in addressing shared challenges. It also underscored the role of communication in supporting broader regulatory objectives. Clear and accessible messaging can help consumers understand the risks of gambling, recognise signs of harmful behaviour and access support services when needed.

The establishment of the communication network can be seen as a continuation of that work. By focusing on practical collaboration and the exchange of expertise, the initiative aims to translate high-level discussions into actionable strategies.

Domestic developments in the Netherlands

The initiative also reflects ongoing developments within the Netherlands, where the Dutch regulator has been actively refining its approach to gambling oversight. Recent measures have included updated guidance on compliant online advertising and further clarification of restrictions under the country’s role model ban.

These restrictions limit the use of influencers, streamers and other public figures in gambling promotions, with the aim of reducing the appeal of such content to vulnerable audiences. The policy illustrates how communication considerations are increasingly integrated into regulatory frameworks.

In parallel, the regulator has continued to emphasise the importance of responsible gambling messaging. Authorities have sought to ensure that promotional content does not overshadow information about risks and safeguards, particularly in digital environments where advertising can be highly targeted and pervasive.

Changing attitudes toward gambling

One of the underlying factors driving this increased focus on communication is a shift in public attitudes toward gambling. Research conducted as part of the OpenOverGokken initiative indicates that gambling is becoming more socially accepted in the Netherlands.

According to the study, which surveyed 1,000 residents, nearly one in four respondents reported that gambling is viewed as a normal activity within their social circles. While this trend may reflect the growing visibility of regulated markets, it also raises questions about how risks are perceived and managed.

From a regulatory perspective, increased normalisation can present challenges. As gambling becomes more widely accepted, harmful behaviour may be less likely to be recognised or addressed. This makes effective communication even more critical, as authorities seek to ensure that consumers remain aware of potential risks.

The findings help explain why regulators are placing greater emphasis on targeted and accessible messaging. Rather than relying solely on general warnings, there is a need for more nuanced communication that can reach different segments of the population and address specific behaviours.

Addressing illegal operators

Another key area of focus for the network is the challenge posed by illegal online operators. These platforms often operate outside national regulatory frameworks, making it more difficult to enforce consumer protection measures.

Communication plays a vital role in addressing this issue. By clearly distinguishing between licensed and unlicensed services, regulators can help consumers make informed choices and reduce the appeal of illegal offerings.

The network provides an opportunity for authorities to share strategies for raising awareness about the risks associated with unregulated platforms. This may include highlighting the absence of safeguards, the potential for financial loss and the lack of recourse in the event of disputes.

At the same time, regulators must ensure that their messaging remains balanced and evidence-based. The objective is to inform and protect consumers without creating unnecessary alarm or confusion.

Conclusion

The launch of the European Regulators’ Network on Communication represents a measured but significant development in the evolution of gambling regulation across Europe. By placing communication at the forefront of regulatory cooperation, participating authorities are acknowledging the growing importance of how information is delivered, understood and acted upon by the public.

In a landscape shaped by digital transformation, social media influence and shifting cultural attitudes, clear and effective communication is essential to achieving policy objectives. The network provides a structured platform for regulators to share knowledge, test new approaches and refine their strategies in a collaborative environment.

While the initiative is still in its early stages, its focus on practical cooperation and evidence-based communication suggests a long-term commitment to improving how gambling-related information is conveyed. If successfully implemented, it may contribute to more informed consumers, stronger player protection and a more transparent regulatory environment across participating jurisdictions.

FAQs

What is the European Regulators’ Network on Communication?
It is a collaborative initiative that brings together European gambling regulators to improve how they communicate with the public about gambling risks and responsibilities.

Which regulators launched the initiative?
The network was launched by the Dutch Gambling Authority and Denmark’s Spillemyndigheden.

How many countries are involved in the network?
The network includes representatives from seven European countries.

What is the main purpose of the network?
Its main goal is to enhance public communication strategies related to gambling, including awareness campaigns and risk messaging.

Why is communication important in gambling regulation?
Effective communication helps consumers understand risks, identify legal operators and access support tools for responsible gambling.

How does the network address illegal operators?
It focuses on improving messaging that helps consumers distinguish between licensed and unlicensed gambling platforms.

What topics are discussed within the network?
Topics include public awareness campaigns, safer gambling messaging and challenges in digital communication.

How does this initiative support player protection?
By improving communication, regulators aim to better inform consumers and reduce the risk of harmful gambling behaviour.

What role does research play in this initiative?
Research helps regulators understand public attitudes and evaluate the effectiveness of communication strategies.

Is this initiative linked to other regulatory efforts?
Yes it builds on previous cooperation efforts such as player protection conferences and policy coordination.