Dutch gambling regulators say betting is starting to feel like just another part of daily life for many people in the Netherlands. The cultural shift, they warn, could be nudging more people toward gambling while making it harder to spot when habits turn harmful.
Fresh research from the Kansspelautoriteit (KSA) shows nearly a quarter of Dutch adults, 24%, believe people around them see gambling as normal behavior. Men were significantly more likely than women to share that view. The regulator surveyed 1,000 residents and found that when gambling comes up casually in conversations with friends or family, people are more likely to join in themselves.
“For many, gambling problems don’t appear overnight and often stay under the radar,” said Kansspelautoriteit chair Michel Groothuizen in a translated statement. The regulator says discussions about betting often focus on big wins or fast cash. That upbeat framing, it argues, can romanticize gambling and make it tougher for people to recognize when things are going wrong or to speak openly about concerns.
The survey results highlight how strong social influence can be. Some 43% of respondents said they would be less inclined to gamble if no one in their immediate circle did. Meanwhile, 18% reported regularly hearing gambling described as an easy way to make money. More than three-quarters of those surveyed said they see gambling problems mainly as the result of poor choices rather than addiction. Many also admitted they would struggle to confront someone they suspected might be in trouble.
Netherlands gambling normalization warning ahead of next World Cup
Research from the United Kingdom is adding to worries about how exposure shapes behavior. A recent study by the University of Sheffield examined betting patterns among men aged 18 to 45 during the 2022 FIFA World Cup. The researchers found that televised gambling ads were strongly associated with people placing bets, including individuals who had not intended to gamble beforehand. Viewers were significantly more likely to bet during matches that featured betting advertisements compared with games that did not.
Lead author Ellen McGrane said the findings raise questions about whether current advertising rules are strong enough to protect vulnerable viewers. “These television adverts may be acting as powerful triggers during live games, encouraging betting even among people who had no prior intention to gamble,” she said in a release.
The Sheffield team cautioned that when overall participation increases, gambling-related harm typically rises as well. With the 2026 FIFA World Cup expected to draw massive global audiences, public health advocates are paying close attention.
Across Europe, some regulators are already pushing for tighter controls on betting promotions during major sporting events. France’s gambling authority recently called on operators and broadcasters to scale back World Cup-related advertising to limit pressure on fans and vulnerable groups.
In the Netherlands, the Kansspelautoriteit has launched an online platform called OpenOverGokken to offer independent information and direct people to support services. The regulator says acknowledging how social norms influence behavior is an essential first step toward preventing harm.
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