The KSA World Cup Campaign to warn young people

With the FIFA World Cup approaching, the Dutch Gaming Authority (KSA) has launched a new awareness campaign titled 'Don't let yourself be lost', designed to warn young adults about the risks associated with sports betting.

World Cup Expected to Drive Increased Betting Activity

Major sporting events such as the World Cup traditionally lead to a surge in sports betting activity across the Netherlands. According to the regulator, young adults are particularly attracted to these events and often do not perceive sports betting as a form of gambling, making them especially vulnerable to its potential harms.

To address this issue, the KSA is using the tournament as a platform to encourage young people to think critically about betting and its possible consequences.

Glenn Helder Featured in Awareness Campaign

The campaign officially launched with a large mural created by Amsterdam-based urban art collective Kamp Seedorf, honoring former Dutch international footballer Glenn Helder.

Helder, who has spoken publicly for years about his struggles with gambling addiction, serves as the face of the campaign. Through his personal story, he aims to demonstrate how seemingly harmless bets can gradually develop into serious problems with lasting consequences.

The mural celebrates both Helder’s football career and his personal recovery journey, placing him at the center of a campaign focused on the environments where betting temptations are often strongest: football, friends, excitement, and major international tournaments.

Regulator Highlights Risks Facing Young Bettors

Michel Groothuizen, Chairman of the KSA’s Board, emphasized the importance of addressing gambling-related risks during major sporting events.

“During major football tournaments, the temptation to place sports bets increases. Young adults in particular are susceptible to excitement, peer pressure, and overestimating their chances of winning. With this campaign, we do not want to lecture them, but rather help them understand the risks and make informed decisions.”

Influencer Partnership Targets Younger Audiences

As part of the initiative, football influencer Noah Zeeuw interviewed Glenn Helder at the mural site. Their conversation explores both Helder’s football career and his experiences with gambling.

Throughout the World Cup, Zeeuw will create additional campaign content for his social media channels, discussing betting-related risks through personal stories and relatable situations drawn from football culture.

Digital Resources Encourage Self-Assessment

The campaign also includes a range of social media and digital assets directing users to the dedicated awareness website, where visitors can test their knowledge of betting risks and learn how gambling can quickly affect finances, emotions, and behavior.

Personal Messages from Campaign Ambassadors

Glenn Helder stressed the importance of protecting the enjoyment of football from the negative impacts of gambling.

“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 is why I tell young people:'Don't let yourself be lost'”

Noah Zeeuw echoed that message, emphasizing the need for open conversations about gambling risks.

“Young people may see betting as something small or simply part of football culture. That is exactly why it is important to start conversations about the risks—not by preaching, but through real stories and relatable experiences.”