The research, conducted among 1,000 Dutch adults, shows that 24% believe gambling is viewed as normal behavior within their social circles. Men are significantly more likely than women to consider gambling normal (32% versus 16%), underscoring demographic differences in perception and exposure.

Social Environment Shapes Gambling Behavior

The findings confirm the strong influence of social norms on gambling participation. While 22% of respondents report having people in their immediate social circle who gamble, 43% say they would be less likely to gamble if no one around them did so.

Public conversations about gambling often focus on positive outcomes. Nearly one in five respondents (18%) regularly hears that gambling is an easy way to make quick money. At the same time, 75% believe that gambling problems are primarily the result of poor personal decisions—an attitude that may contribute to stigma and discourage open discussion.

This dynamic highlights the importance of balanced messaging that emphasizes both entertainment value and potential risks, a key focus for the Dutch regulator.

Hidden Impact and Barriers to Seeking Help

For some individuals, gambling has tangible consequences. Eleven percent of respondents report that gambling has had a direct impact on their work, studies, relationships or sleep.

However, recognizing problematic behavior remains a challenge. A large majority (76%) believe that gambling addiction is not visibly identifiable. Nearly three in ten (29%) say they would not dare to seek help if they were experiencing gambling addiction, while 34% find it difficult to confront someone else about their gambling habits.

According to Michel Groothuizen, Chairman of the KSA Board:

“Gambling problems rarely arise overnight and often remain under the radar for a long time, partly because gambling is frequently seen as normal behavior within one’s environment. This makes it difficult to recognize when gambling becomes problematic, let alone to start a conversation about it. As earlier research showed, there remains a persistent taboo around discussing gambling and gambling-related harm.”

He added that taking the first step—talking to a trusted partner, family member or friend—can be crucial, and that online information can provide a low-threshold starting point for those not yet ready to seek direct support.

OpenOverGokken: Expanding Access to Independent Information

To address these challenges, the KSA has launched OpenOverGokken, an independent information platform designed to increase public awareness of gambling risks and guide individuals toward appropriate support services.

As supervisory authority, the regulator emphasizes its societal responsibility to ensure that reliable information and assistance are accessible to all. By combining research-driven insights with targeted communication efforts, the KSA aims to reduce stigma, encourage earlier intervention, and foster a more informed gambling environment.

For the international industry, the Dutch case underscores how normalization trends can influence participation rates and why proactive education, transparency and accessible support mechanisms remain essential pillars of a sustainable regulated market.