{"id":100862,"date":"2026-02-12T13:42:39","date_gmt":"2026-02-12T12:42:39","guid":{"rendered":"https:\/\/www.gamblinginsider.com\/nl\/news\/100862\/automatische-concepten"},"modified":"2026-02-12T13:46:04","modified_gmt":"2026-02-12T12:46:04","slug":"impact-gokadvertenties-op-wk-wedders","status":"publish","type":"post","link":"https:\/\/www.gamblinginsider.com\/nl\/nieuws\/100862\/impact-gokadvertenties-op-wk-wedders","title":{"rendered":"Impact gokadvertenties op WK-wedders groter dan gedacht"},"content":{"rendered":"\n<p>Televisiekijkers die tijdens het WK voetbal van 2022 wedstrijden zagen op een zender met gokreclames, plaatsten vaker een weddenschap dan kijkers die dezelfde wedstrijden zonder reclame zagen. Dat blijkt uit onderzoek van de University of Sheffield.<\/p>\n\n\n\n<p>Volgens de onderzoekers lag het aantal geplaatste weddenschappen bij blootstelling aan gokreclames tussen de 22% en 33% hoger. De vergelijking werd gemaakt tussen kijkers van de Britse publieke omroep BBC, die geen commerci\u00eble reclame uitzendt, en ITV, waar wel gokadvertenties te zien waren.<\/p>\n\n\n\n<p>De <a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S2352853226000027?via%3Dihub\" target=\"_blank\" rel=\"noreferrer noopener\">studie<\/a> richtte zich op consumenten die regelmatig wedden op voetbal tijdens grote internationale toernooien. De onderzoekers verzamelden tijdens het WK dagelijkse gegevens over kijkgedrag en inzetgedrag.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Niet alleen verschuiving tussen aanbieders<\/h2>\n\n\n\n<p>De onderzoekers concluderen dat de aanwezigheid van reclame niet alleen leidde tot een verschuiving tussen aanbieders, maar tot een toename van het totale aantal weddenschappen. Respondenten die reclame zagen, bleken vaker in te zetten, ook wanneer zij vooraf niet van plan waren een weddenschap te plaatsen.<\/p>\n\n\n\n<p>Naast de hogere frequentie lag ook het gemiddelde inzetbedrag bij kijkers van de commerci\u00eble zender hoger. Volgens de studie varieerde dat verschil tussen de 16% en 24% bij <a href=\"https:\/\/www.gamblinginsider.com\/nl\/guides\/bookmakers-zonder-cruks\">wedden op sportwedstrijden<\/a>.<\/p>\n\n\n\n<p>De auteurs stellen dat hun onderzoeksopzet was bedoeld om een causaal effect in een \u2018natuurlijke setting\u2019 te meten. Doordat dezelfde wedstrijden gelijktijdig werden uitgezonden op een zender met reclame en een zender zonder reclame, kon gedrag direct worden vergeleken. De stijging in gokgedrag was volgens het onderzoek statistisch significant binnen de onderzochte groep mannen tussen de 18 en 45 jaar. De studie doet geen uitspraken over de volledige Britse bevolking.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Beperkingen op gokreclame in het Verenigd Koninkrijk<\/h2>\n\n\n\n<p>In het Verenigd Koninkrijk geldt een vrijwillige sectorafspraak die gokreclames rond live sportwedstrijden beperkt. Reclames zijn niet toegestaan vanaf vijf minuten voor de aftrap tot vijf minuten na het eindsignaal. Deze zogenoemde \u2018whistle-to-whistle\u2019-beperking geldt niet voor alle vormen van marketing.<\/p>\n\n\n\n<p>Het onderzoek suggereert dat reclame-uitingen buiten die beperkte vensters nog steeds samenhangen met hogere gokactiviteit tijdens grote sportevenementen. De studie meet inzetgedrag en niet direct eventuele gokgerelateerde schade.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Relevantie voor andere gereguleerde markten<\/h2>\n\n\n\n<p>In Nederland gelden sinds 2023 beperkingen op ongerichte reclame voor kansspelen, bedoeld om blootstelling onder kwetsbare groepen en jongvolwassenen te verminderen. De toezichthouder <a href=\"https:\/\/www.gamblinginsider.com\/nl\/news\/100813\/kva-waarschuwt-voor-misleidende-gokreclames-op-sociale-media\">waarschuwde eerder voor misleidende gokreclames op sociale media<\/a>.<\/p>\n\n\n\n<p>Het onderzoek uit Sheffield draagt bij aan de bredere beleidsdiscussie over de vraag in hoeverre gedeeltelijke reclamebeperkingen het totale gokvolume tijdens grote sporttoernooien be\u00efnvloeden. Het onderzoek richt zich uitsluitend op gedrag tijdens het WK 2022 en doet geen uitspraken over langetermijneffecten.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Televisiekijkers die tijdens het WK voetbal van 2022 wedstrijden zagen op een zender met gokreclames, plaatsten vaker een weddenschap dan kijkers die dezelfde wedstrijden zonder reclame zagen. Dat blijkt uit onderzoek van de University of Sheffield. Volgens de onderzoekers lag het aantal geplaatste weddenschappen bij blootstelling aan gokreclames tussen de 22% en 33% hoger. De [&hellip;]<\/p>\n","protected":false},"author":187,"featured_media":100863,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"gi_category":[16],"gi_region":[40],"class_list":["post-100862","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","gi_category-sportweddenschappen","gi_region-nederland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Impact gokadvertenties op WK-wedders groter dan gedacht | Gambling Insider Nederlands<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gamblinginsider.com\/nl\/nieuws\/100862\/impact-gokadvertenties-op-wk-wedders\" \/>\n<meta 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