A marketing strategy by the Dutch Postcode Lottery to target non-participants will be scrutinised during a plenary debate on 18 January 2027.
In March 2025, a citizen-led initiative was launched to change the rules around how the National Postcode Lottery conducts its marketing operations.
What was targeted by the initiative in particular is how non-participants can receive marketing material by the lottery if someone living nearby does end up winning a significant prize.
The initiative’s author, Dutch influencer Rick Broers, argued that this practice can create a psychological effect known as FOMO, or ‘fear of missing out’, potentially encouraging people to participate because they do not want to miss out on the next prize.
To be considered for a political debate, Dutch legislation dictates that a citizen initiative must obtain a total of 40,000 signatures. Broers managed to amass 43,296.
Given the public interest, the initiative was picked up by the Chair of the Committee on Petitions and Citizens’ Initiatives.
It then landed on the desk of the Standing Committee on Justice and Security, which in turn proposed it for a debate to the House of Representatives.
The initiative is now officially on the Dutch Parliament’s agenda for 18 January 2027.
During the debate, Broers will have the chance to present his case for changes to the Betting and Gaming Act that restrict lottery marketing practices that use behavioural influence mechanisms associated with FOMO.
MPs can then discuss the proposal and may submit motions for consideration and a subsequent vote.
Ahead of the debate, Joost Eerdmans, Chair of the Standing Committee on Justice and Security, has requested an official government position from Dutch State Secretary for Justice and Security, Claudia van Bruggen, although no response has yet been published by the Tweede Kamer.
