The Dutch Gaming Authority, the Kansspelautoriteit (KSA), has obliged VriendenLoterij to remove a marketing campaign regarding an advertisement that contained inappropriate material.
A renowned lottery operator, VriendenLoterij is a social lottery platform that supports organizations, charities, and clubs, putting a special emphasis on the health and wellbeing of people.
What makes VriendenLoterij unique is the fact that the players themselves can decide which charity they support when they play, with VriendenLoterij donating 40% of the proceeds towards the designated organization.
If the player/s decide not to specify a charity, the VriendenLoterij then will spread the money across 43 different charities supported by the lottery.
Additionally, VriendenLoterij usually launches a marketing campaign where the lottery operator publishes the stores from those lucky enough to win the lottery, and more importantly, how winning the lottery impacted their life.
However, one of these marketing campaigns featured a player who said that the winnings from the lottery will help him pay their medical bills.
This development raised concerns with the Kansspelautoriteit, as the regulator considers the advertisement as targeting a vulnerable demographic.
According to the KSA, marketing campaigns that discuss about how gambling helped with medical problems, funeral costs, payment of overdue bills, or homelessness are unethical and enticing to vulnerable individuals who may consider it as a potential solution to their life problems.
The controversial ad was published in one of the biggest Dutch newspapers, yet after the intervention by the KSA, VriendenLoterij instantly took the advertisement and it has been cooperating with the KSA ever since.
