The Netherlands Gambling Authority (Kansspelautoriteit, KSA) has released data suggesting that beliefs about gambling as a normal social activity are contributing to increased participation and making problem behaviour less visible to friends and families. The findings, published via the KSA’s OpenOverGokken platform, show that societal perceptions are a key influence on gambling behaviour and may make it difficult for individuals and their support networks to recognise when play becomes harmful.
This growing normalisation of gambling is becoming a significant challenge for regulators. As gambling becomes an accepted part of daily life, it is harder to detect problem behaviours, which in turn limits the effectiveness of intervention efforts. The KSA’s findings suggest that this socially accepted gambling culture is a driving force behind rising engagement, particularly among those who might not yet recognise when gambling has become problematic.
Social Perceptions Driving Behaviour and Masking Harm
According to the report, nearly one in four Dutch adults (24%) say people in their social environment view gambling as normal behaviour, a mindset that correlates with a greater likelihood of playing themselves. This finding indicates that peer influence and social norms play a significant role in motivating individuals to participate in gambling activities, especially among vulnerable groups.
KSA’s research highlights several key behavioural trends:
- Social influence is significant: 43% of respondents said they would be less likely to gamble if no one around them did, indicating that peer pressure is a powerful motivator for gambling participation.
- Romanticised views of gambling: 18% of people reported hearing gambling described as a smart way to make money, which can distort risk perceptions and reinforce a belief that success is within easy reach.
- Taboos around harm discussions: About 29% of participants said they would not dare to ask for help if they had a gambling problem, and 76% believed that gambling addiction is not visible to others, creating barriers to early intervention and support.
The report suggests that normalisation not only increases participation but also discourages open dialogue about the potential harms associated with gambling, a central concern for public health advocates and regulators.
Normalisation as a Barrier to Harm Recognition
The KSA’s report also points out that when gambling is widely seen as a routine part of life, problem behaviour often goes unrecognised. Many gamblers and observers assume that issues stem solely from poor decision‑making, a belief held by 75% of respondents, rather than recognising the influence of addictive mechanics or environmental pressures.
This stigma and misunderstanding create a reluctance to seek help or to acknowledge signs of harm, leading to delayed support and treatment. The insights align with broader regulatory priorities the authority has outlined in its 2026 player protection agenda, which emphasises early detection of harm and stronger safeguards across the market.
Addressing normalisation isn’t just about awareness; it’s central to building effective protection frameworks that help people, communities and operators recognise and respond to risk well before harm escalates.
Advertising, Sponsorship and Social Norms
Part of the concern around normalisation relates to gambling visibility in everyday life. The Netherlands has already introduced untargeted advertising restrictions and is considering further measures on sponsorship and licence caps as part of wider debates on how best to mitigate exposure.
The regulator’s admonition suggests that even with these restrictions, the way people talk about and perceive gambling, beyond formal advertising, plays an important role in shaping behaviour. Conversational norms, success narratives, and social environments embed gambling into cultural life and can lessen the perceived severity of problem behaviour.
Implications for Operators and Support Ecosystems
For licensed operators, these findings underline the importance of responsible gaming messaging and clear communication around risks, beyond regulatory compliance alone. Strengthening player education, visible support channels, and proactive harm‑minimisation tools may help counteract the normalising effects identified by the KSA.
Similarly, public health and community stakeholders are likely to emphasise community education and accessible resources, such as OpenOverGokken, to help people and families recognise risk earlier and seek support before harm escalates.
Addressing Normalisation in Policy and Prevention
KSA’s insights on normalisation point to a broader challenge for gambling policy: that risk perception and social norms can influence behaviour as much as access or availability. Addressing this requires a combination of:
- Continued regulatory oversight
- Enhanced public education campaigns
- Greater conversation and advocacy around gambling harms
- Collaborative strategies between government, health services and industry
As the dialogue on gambling harm evolves, policymakers and regulators in the Netherlands will need to balance cultural perceptions, market dynamics and player protection objectives to meaningfully reduce the hidden risks of normalised gambling behaviour.