With the World Cup approaching, the Dutch Gaming Authority is launching the awareness campaign ‘Don’t let yourself be lost’. The campaign warns young adults about the risks of sports betting.

Events such as the World Cup have a great appeal to this target group. And because they are more likely to have the idea that sports betting does not really fall under gambling, the Ksa is launching another campaign this summer to point out the possible risks.

To kick off the campaign, street art collective Kamp Seedorf made a mural in Amsterdam as an ode to former international Glenn Helder. Helder played for the Dutch national team and has been open about his struggle with his gambling past for years. Helder is the face of a campaign that wants to touch young people in the place where the temptation is great: around football, friends, excitement and the World Cup.

Glenn Helder: “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’s why I say to young people: don’t let yourself be lost.”

Influencer and footballer Noah Joy Zeeuw is also working on the campaign. He shares content items about the risks of making bets on his own social channels based on recognizable situations and personal stories from football culture.

The campaign runs towards and during the 2026 FIFA World Cup and will be distributed via Instagram, Snapchat and YouTube, among others.