Consumer watchdog Consumentenbond has quit discussions with gambling companies and the advertising code commission to prevent what it considers a flawed advertising code from coming into effect when online gambling becomes legal on Friday.

The aim was to agree on both tone and limits to the number of gambling ads but the gambling companies have so far failed to come up with a code which protects vulnerable players, the Consumentenbond claims.

‘An advertising code needs to contain conditions which are more stringent than laws. But what has been proposed so far by the gambling sector is offering less protection, not more. That’s no good,’ Consumentenbond ditector Sandra Molenaar told broadcaster NOS.

The plan included a limit of three ads per television advertising block, which will now not be implemented.

The Consumentenbond also objects to a proposal that ads fronted by celebrities could have an audience made up of 30% of children and adolescents. A ‘double your money’ for amounts up to €250 also goes too far, the consumer watchdog said.

Online gambling legislation does limit television advertising to after 9pm.

Licences

Two companies owned by the Dutch state are among the ten winners of a licence to provide online gambling in the Netherlands from October 1.

The state lottery company Nederlandse Loterij and the Holland Casino group have both been given a licence to offer online gaming, such as roulette, poker and sports betting from Friday.

Dutch companies Fair Play and BetCity also won licences, along with six foreign firms. Four of the foreign firms are based in Malta, one in the UK and one in Belgium.