The Gaming Act prevents advertising of games of chance, according to the Kansspelautoriteit (Ksa). The Ksa notes that promotional games of chance fall under the Code of Conduct for Promotional Games of Chance. Companies often use these games to increase sales. Codes in the caps of bottles with which you can win a prize is an example of an unlicensed promotional game of chance. You can also win on social media with a Like & Win campaign.

This is permitted, but there are special requirements that must be met. The Code of Conduct for Promotional Games of Chance contains all the details. The Ksa has seen that gambling providers use promotional games to entice more people to play. They should be aware that when they do this, they are subject to the rules of the Gaming Act, and their rules are less strict.

This protects consumers from being enticed by these promotions. Gambling can pose risks to consumers, such as developing a gambling addiction. Therefore, there are laws in place to protect consumers from these risks. For example, advertisements may not target young adults or other vulnerable groups.