The Dutch gambling regulator, Kansspelautoriteit (KSA), has announced that it will be conducting an in-depth investigation into the “behavioural influence” tactics employed by licensed online gambling operators in the Netherlands.
The study will focus on how operators use various persuasion techniques to encourage players to start, continue, or deposit more money, and will assess whether these practices are aligned with the regulator’s duty of care requirements.
The investigation will analyze the entire player journey, from the moment a consumer is exposed to a gambling advertisement to their experience on the operator’s website.
The KSA will be examining a wide range of common industry practices, including the use of welcome bonuses, the design of website interfaces, and the language used in marketing communications.
The primary goal of the study is to gain a deeper understanding of how these behavioural influence” tactics may influence player behaviour, particularly in relation to vulnerable individuals, and to identify any practices that could potentially increase the risk of gambling-related harm.
This proactive investigation is part of the KSA’s broader commitment to enhancing consumer protection in the Dutch regulated market.
The regulator has stated that it is crucial to understand the subtle and often unconscious ways in which operators can influence their customers.
The findings of the investigation are expected to play a significant role in shaping future regulatory policies and in providing clearer guidance to operators on what is considered acceptable under their duty of care obligations.
The KSA plans to use the results to ensure that the online gambling environment in the Netherlands is safe, fair, and transparent for all players.
