ING Draws the Line on Online Criticism for World Cup Campaign

ING has launched a World Cup campaign on Dutch football supporters to back their players with positive support rather than online abuse.

The campaign, timed to the run-up to the tournament, features internationals Cody Gakpo, Jeremie Frimpong, and Jan Paul van Hecke alongside Ruud Gullit as ambassador. It marks 30 years of ING's sponsorship of the KNVB, the Dutch football association.

The central argument is a distinction the campaign makes explicitly: sharp criticism is part of football culture and always has been, but personal attacks and hate are not. Research cited in the campaign found that 44% of professional footballers experience online hate monthly. ING's position is that the boundary between the two has blurred significantly on social media, and that the bank, as the national team's main sponsor, has a responsibility to address it.

The practical component is notable. ING is allocating part of its media budget to amplify positive fan messages, turning supporter-generated content into a distribution channel for the campaign's message rather than relying solely on broadcast. The approach aligns with the KNVB's existing programme Ons Voetbal Is Van Iedereen, which works on behavioral change, early detection, and sanctioning around discrimination in Dutch football.

Full story; Roastbrief

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