Dutch advertising campaign emphasizes self-exclusion

The Dutch gambling authority, Kansspelautoriteit (KSA), has launched a new advertising campaign that raises the awareness of player self-exclusion.

Bearing the motto “Pack your life again, take a gambling stop’, the initiative is a continuation of KSA’s pilot self-exclusion marketing of the national CRUKS register from last year.

The primary target group of the new campaign is young adults who may be experiencing problem gambling behaviour. Therefore, the marketing efforts behind the awareness initiative are all largely focused on social media rather than traditional media outlets.

Across the online videos, social ads and posts, a number of young people can be seen interacting with others in various social situations, implicating the importance of interpersonal relationships and how losing control over gambling can harm them.