The Kansspelautoriteit (KSA), the Netherlands Gambling Authority, has published a new campaign titled “Laat je niet zoek spelen”, or “Don't lose yourself by playing”, to warn young adults about the risks of sports betting.
To kick off the campaign, the street art collective Kamp Seeforf created a mural of Glenn Helder, who played for the Dutch national team and was open about his struggles with gambling.
When interviewed at the mural, Helder said: "Football should be something you enjoy.
“With betting, you can lose much more than money.
“I know what it is like to lose yourself and also how important it is to find yourself again. That's why I say to young people: Don't lose yourself by playing."
The KSA has also launched a website, titled LaatJeNietZoekSpelen.nl, that has resources such as quizzes, interactive true or false statements and signposting to gambling harm charities.
Michel Groothuizen, KSA Chairman, said: "During major football tournaments, the temptation to bet on sports increases.
“Young adults in particular are sensitive to tension, peer pressure and overestimating their chances of winning.
“With this campaign, we don't want to lecture them, but show them what the risks are and help them make conscious choices."
The campaign will run throughout the 2026 World Cup and will be distributed on Instagram, Snapchat and YouTube.
Noah Zeeuw, influencer and football player, said: "Young people can see betting as something small or something that belongs to football.
“But that is precisely why it is important to open up the conversation and talk about the risks.
“Not with a raised finger, but with real stories and recognisable situations."
Meanwhile, in nearby Sweden, the men's national team and sponsor Svenska Spel are petitioning to turn the clocks back by seven hours so fans do not need to wake up in the middle of the night to watch the 2026 World Cup matches.
Zeeuw will also create content around responsible gambling and distribute them on his own social media platforms
