KSA launches World Cup campaign to warn young adults about betting risks

The Dutch gambling regulator, the Kansspelautoriteit (KSA), has launched a nationwide responsible gambling initiative aimed at young adults ahead of the 2026 FIFA World Cup. The campaign, titled “Laat je niet zoek spelen” which translates as “Don’t get played”, seeks to raise awareness of the risks associated with sports betting during major football tournaments.

As anticipation builds for one of the world’s largest sporting events, the regulator is increasing its focus on consumer protection. The campaign reflects broader concerns about the growing popularity of online sports betting among younger adults and the influence that major sporting occasions can have on gambling behaviour.

Growing concern over tournament betting

Major international football tournaments have long been associated with increased betting activity. Events such as the FIFA World Cup attract millions of viewers and generate significant engagement among sports fans. For many supporters, placing a wager can appear to be a natural extension of following the matches.

According to the KSA, betting activity in the Netherlands typically rises during large sporting events. The regulator has highlighted concerns that younger adults are particularly attracted to sports betting opportunities during these periods. Officials also believe that some individuals within this age group may not always view sports betting in the same way they view other forms of gambling.

This perception can lead to an underestimation of potential risks. As a result, the regulator has chosen to focus its campaign on education, awareness and informed decision-making rather than solely on warnings.

Campaign designed for young audiences

The campaign was developed by FCB Amsterdam and is scheduled to run throughout the lead-up to the 2026 FIFA World Cup as well as during the tournament itself.

Recognising the media habits of younger audiences, the campaign will primarily use digital platforms including Instagram, Snapchat and YouTube. Additional online materials will direct users to the dedicated campaign website, LaatJeNietZoekSpelen.nl, where visitors can access educational content and interactive resources.

The website encourages users to examine their understanding of betting risks through quizzes and practical examples. It also illustrates how gambling can influence finances, emotions and personal behaviour over time.

By presenting information in a format familiar to younger audiences, the KSA aims to create a more engaging conversation around responsible gambling. The campaign seeks to encourage reflection without relying on fear-based messaging.

Football culture and social influences

One of the central themes of the initiative is the relationship between football culture and gambling behaviour.

Major tournaments often create a highly social environment where friends, colleagues and online communities discuss predictions and match outcomes. Within these settings, betting can sometimes become normalised as part of the overall football experience.

The KSA has identified peer pressure and excitement surrounding major matches as factors that may contribute to gambling participation among young adults. The campaign therefore focuses on helping individuals recognise these influences and make decisions based on a clear understanding of the risks involved.

By addressing real-life situations connected to football fandom, the regulator hopes to make responsible gambling messages more relevant and relatable.

Glenn Helder’s role in the campaign

A notable element of the campaign is the involvement of former Dutch international footballer Glenn Helder.

To mark the launch of the initiative, street art collective Kamp Seedorf created a mural in Amsterdam featuring Helder. The artwork serves both as a tribute to his football career and as a reminder of the challenges that gambling-related problems can create.

Helder has previously spoken publicly about his personal experiences with gambling difficulties. Through his participation in the campaign, the regulator hopes to provide an authentic perspective that resonates with younger audiences.

His contribution is intended to demonstrate that gambling-related harm can affect individuals from different backgrounds, including successful professional athletes.

Noah Zeeuw helps engage younger generations

The campaign also features Noah Zeeuw, a footballer and social media personality with a strong following among younger audiences.

As part of the initiative, Zeeuw interviewed Glenn Helder at the Amsterdam mural and will continue producing campaign content throughout the World Cup period. His involvement is expected to help communicate responsible gambling messages in a format that feels accessible and relevant to younger viewers.

Rather than focusing on traditional public service announcements, the campaign uses storytelling and personal experiences to encourage discussion. This approach reflects changing communication trends and the growing importance of social media in reaching younger demographics.

Statements from campaign participants

Michel Groothuizen, Chairman of the Kansspelautoriteit, explained the reasoning behind the initiative:

“During major football tournaments the temptation to bet rises and young adults are especially prone to peer pressure and overestimating their chances. This campaign aims to show the risks and help them make informed choices.”

The statement highlights the regulator’s emphasis on education and informed decision-making rather than prohibition.

Glenn Helder also shared his perspective on the importance of responsible gambling awareness:

“Football should be enjoyed. Betting can cost you more than money; I know what it is to lose yourself and to recover. My message to young people: don’t get lost in the game.”

Meanwhile, Noah Zeeuw emphasised the importance of open discussion:

“Young people may see betting as part of football, which is why we need open conversations about the risks – not preaching, but real stories and relatable situations.”

These comments illustrate the campaign’s strategy of combining regulatory messaging with personal experiences and relatable content.

A broader focus on consumer protection

The launch of the World Cup campaign aligns with ongoing efforts by regulators across Europe to strengthen responsible gambling measures and improve consumer awareness.

As online betting markets continue to evolve, regulators face the challenge of balancing legal gambling opportunities with effective player protection initiatives. Educational campaigns are increasingly being used alongside regulatory frameworks to help consumers better understand potential risks.

The KSA’s latest initiative reflects this broader trend by focusing on prevention, awareness and informed participation rather than reactive intervention alone.

Conclusion

The Kansspelautoriteit’s “Laat je niet zoek spelen” campaign represents a proactive effort to address the growing visibility of sports betting during major football events. By targeting young adults through social media platforms, educational resources and personal stories, the regulator aims to encourage more informed decision-making during the 2026 FIFA World Cup.

Through the involvement of Glenn Helder, Noah Zeeuw and creative community partners, the campaign seeks to connect with audiences in a meaningful and relatable way. While football remains a source of entertainment and national pride, the initiative reminds supporters that understanding gambling risks is an important part of enjoying the tournament responsibly.

As the countdown to the 2026 FIFA World Cup continues, the campaign is expected to play a significant role in promoting awareness, encouraging dialogue and supporting safer gambling behaviour among Dutch consumers.

FAQs

What is the KSA’s new World Cup campaign about?
The campaign aims to educate young adults about the risks associated with sports betting during the 2026 FIFA World Cup and encourage responsible gambling behaviour.

What does “Laat je niet zoek spelen” mean?
The Dutch slogan translates roughly as “Don’t get played” and encourages people not to lose control through gambling.

Who is the target audience of the campaign?
The initiative primarily targets young adults, a group that regulators believe may be particularly vulnerable to betting-related risks during major sporting events.

Why is the KSA focusing on sports betting?
The regulator has observed that betting activity often increases during major football tournaments and wants consumers to understand the associated risks.

Who developed the campaign?
The campaign was developed by FCB Amsterdam in collaboration with the Dutch gambling regulator.

How will the campaign reach young people?
Content will be distributed through platforms such as Instagram, Snapchat and YouTube along with dedicated online resources.

What role does Glenn Helder play in the campaign?
Glenn Helder shares his personal experiences and helps raise awareness about the potential consequences of harmful gambling behaviour.

Who is Noah Zeeuw?
Noah Zeeuw is a footballer and social media personality who is helping communicate the campaign’s messages to younger audiences.

What resources are available through the campaign website?
Visitors can access educational materials, quizzes and interactive tools that explain gambling risks and their possible impact.

What is the main goal of the campaign?
The primary goal is to help young adults make informed decisions about sports betting and better understand the risks involved.