The development of a disclaimer to accompany marketing and recruitment efforts for gambling products

On April 1st, 2021, online gambling was legalised in the Netherlands. The updated legislation states that gambling companies should add a disclaimer to their marketing and recruitment efforts that points out the risks of gambling. This project involves the structured development of a disclaimer, based on scientific insights and theories on behavioural change.

A disclaimer was developed in cooperation with a behavioural change organisation (D&B, The Netherlands). Experts with lived experience, researchers and care professionals were consulted during the process. First, the targeted behaviour of the disclaimer was established and factors influencing the targeted behaviour were studied. Second, behavioural change prerequisites for the disclaimer were determined. Third, five concept texts were developed and tested with a panel (N = 400). Fourth, the concept texts were presented in expert sessions to representatives of gambling companies, care organisations, and academia, and a guided discussion was initiated to reach consensus.

The behavioural change prerequisites were as follows: the disclaimer should (1) attract attention, (2) activate, (3) be unambiguous, (4) be accessible and (5) take into account optimal cognitive processing. Panel testing showed no difference between the five concept texts on cognitive or emotional indicators. In the expert sessions the representatives of involved parties could not reach consensus. As per the gambling legislation, a committee of representatives of independent care organisations chose the final text: 'What does gambling cost you? Quit in time. 18+' ('Wat kost gokken jou? Stop op tijd. 18+').

Based on scientific insights and theories on behavioural change, a disclaimer was developed for marketing and recruitment efforts for gambling products. The potential effectiveness of the disclaimer was based on the matter in which it meets the established behavioural change prerequisites. Recommendations for implementing the disclaimer include obligating a standardised visual display, adding a call to action and setting up effect studies.