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What else can Netherlands gambling operators do to stop the flow of players offshore? Holland Casino is a member of online gambling trade association VNLOK which represents 90% of the licensed operators, and Petra answers simply: “If we knew the answer, we would try to reach it.

“What I do think is that deciding together, not only as operators, but together with politicians and stakeholders, that a legal market is very important to get that done. We’re not there yet, and that’s what we’re saying.

“An unregulated market doesn’t become a safe market. People will always gamble, so we have to make sure that we have a strong legal market. And so you also need to give us some room to exist. And of course, we need to be regulated. A regulated market is always better than an illegal market.”

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A cross-party of MPs similarly branded gambling advertisement as a “public health issue” in a recent parliamentary debate. The comment came after the publication of the All-Party Parliamentary Group’s May report.

The report cited concerns that current measures inadequately protected children and young people from the marketing tactics of the gambling industry.

The Department for Digital, Culture, Media and Sport has recently appointed a research fellow to study innovations in online gambling advertising, including content creators; however, the Lords caution that this research should not delay necessary policy changes.

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Allwyn has announced the appointment of former Playtech executive Francesco Rodano as its new group head of responsible gaming. 

Rodano spent almost ten years spearheading policy at Playtech as the supplier’s chief policy officer. Then between January last year and August 2026, he led its global player-protection efforts as chief sustainable gambling officer.

During his tenure, Rodano was instrumental in deploying an AI-powered behavioural analytics platform, BetBuddy, which is designed to identify and intervene in potentially harmful gambling behaviours.