The Dutch regulator, Kansspelautoriteit (KSA), is tightening scrutiny around lottery customer conversion strategies.
According to the regulator, its hand was forced due to “a large number” of consumer complaints reporting misleading marketing practices.
One example of such campaigns, the KSA noted, is reeling in a customer who thinks they are getting a free ticket, when actually they get subscribed to a lottery.
In the Netherlands, monthly subscriptions are a widely popular business model for licensed lottery operators like the Postcode Loterij, VriendenLoterij, Staatsloterij, and the Eurojackpot lottery. However, no specific names were confirmed as approached by the KSA.
A notable chunk of the marketing allegedly took place over phone conversations between operators and customers, promotions in public, as well as door-to-door visits. “In some cases, participants thought they were sponsoring a charity or receiving a free gift, without realising that they were making a subscription,” the regulator further noted.
Having initiated talks with a number of lottery providers, the KSA reported that this has led to the majority correcting their marketing practices regarding subscriptions, with steps now being taken to ensure transparent communication with customers and clear outline of the terms and conditions of participation.
Several outliers remain, however, where such changes are yet to be implemented, with the regulator confirming that it is keeping a close watch and will double-check with them again in early 2026 to assess whether there has been an improvement.
These conversations are part of an ongoing research by the KSA that focuses on consumer engagement practices within the current Dutch lottery landscape, especially when it comes to operators offering subscription-based play.
The regulator concluded with a warning that any breach of the licence agreement will be met with scrutiny and subsequent regulatory actions proportional to the identified offences.