ADV20001 Assessment 3: Major Team Project Group Fourteen: Amelia Morgan 101624058 Benjamin Saxone 102572789 Joshua Tabone 102103493 Santiago Ampudia Tellez 102873149

2. 2 3
This report is a preliminary assessment to assist the
FIFA members in deciding if the Netherlands has the
attributes to host the 2030 FIFA World Cup by giving
an overview of this charming country.
It will focus on the ethical and cultural values of the
Netherlands such as how foreigners and the LGBT
community are treated, their advertising codes and
gender equality in order to determine if the athletes
and visiting spectators would be able to freely
participate in and enjoy the World Cup.
THE NETHERLANDS

3. 4 5
fifa
world cup
A Background
The FIFA world cup is the pinnacle of
footballing events and was the most-watched
sporting event worldwide in 2018. (Hoover
Met Complex 2019) Every four years,
millions of people from all over the world
will flock to the host nation of the tournament
and view this event live from not only the
grounds themselves but also pubs, bars and
restaurants, needless to say, that billions will
tune in to watch on tv from their homes.
The FIFA world cup provides limitless
opportunities for tourism and the host nations
economy however the celebratory nature of
the event is what makes it so special. The first-
ever world cup was held in Uruguay, 1930.
According to FIFA, the reason this was the
inaugural world cup was due to soccer being
removed from the list of Olympic sports. It
was decided that soccer will not be played
in the upcoming 1932 Olympic games so
in response to this, “FIFA president Jules
Rimet helped to organize an international
tournament” (FIFA 2020). Uruguay won Gold
medals in both the 1924 Paris Olympics and
the 1928 Amsterdam Olympics, hence it was
appropriate for the nation to host the first
tournament in 1930. They went on to win the
tournament 4-2 against Argentina in the final.
(A&E Television Networks 2019)
There are multiple requirements and
perquisites which must be fulfilled should
a nation/nations host the FIFA world cup.
These are then scored by the committee. This
includes the stadium guidelines which state
that stadiums must have a minimum capacity
of at least 40,000 seats, stadiums hosting
quarter-finals must have a minimum of 60,000
and those hosting the opening ceremony or
final must have a capacity of at least 80,000
seats (FIFA 2020). Stadium facilities for both
players, referees and fans must be to a high
standard. This includes change rooms and
bathrooms.
Accommodation for players and those
involved must also be available. The host
nation must provide teams with safe transport
including from the airport to hotels and from
hotels to stadiums.
Broadcasting partners must also be provided
with a location within stadiums in order to
film and commentate matches. For every
tournament, there is a music festival which
also needs to be arranged by the host nation.
As for financial requirements, each candidate
must provide FIFA with a breakdown of
estimated figures which include potential
costs, revenue, sales from tickets, media
rights, marketing and sponsors. Below is a
breakdown of the areas which are scored
and the weight of scoring for those specific
areas. (FIFA 2020)
The FIFA world cup is one of the
worlds most prestigious events and
therefore it is imperative that a fair
and appropriate process is in place to
decide the nation that will host it.
The committee members involved in
the selection process play a vital role
as there are numerous areas which
are carefully assessed which impact
the final decision.
FIFA, Figure 1
Here is a breakdown of the
areas which are scored and
the weight of scoring for
those specific areas.
(FIFA 2020)
FIFA HOST APPLICATION PROCESS
AN ENHANCED
EVALUATION PROCESS

4. 6 7
Historically, the Netherlands became
independent from Spanish rule in 1648. The
national language spoken is Dutch. Dutch is
influenced by German due to the Germans
being historically involved in Dutch settlement
as well.
The religious influence in Holland is mostly
Catholicism and Protestantism with some
Islamic and Jewish groups as well, however,
currently, it is mostly agnostic. (Meijer et al
2020) There is also a cultural difference
within the Netherlands with the subcultures
of the Randstad which represents the urban
culture in the Netherlands, while non-
Ranstand represents the catholic north of
Holland the protestant south of Holland
(Everyculture 2009)
The Netherlands is a low lying country as the
name “Netherlands” refers to the topography
of the country, with about half the countries
41,540 km per square meters lying less than
a metre below sea level. The Netherlandic
landscape is one of farmlands and fertile soil.
It supplies many agricultural products as well.
(Amsterdam Info, n.d.)
(Figure 1, p6)
The Capital of the Netherlands is Amsterdam.
Other major cities include; Rotterdam, The
Hague, and Utrecht. Despite having a
population of 17 million, none of their major
cities are particularly large as Amsterdam
only has a population of 741,000 people as
the biggest urban centre.
The Netherlands is also a densely populated
country ranking 16th in the world with 412
people per square kilometre, due to the size
of the actual country in comparison with the
large amount of people inhabiting it.
The population is largely native to the
Netherlands with 79% of people in the
country being Dutch and the other portion
mostly comprised of other European minorities
such as Turks, Moroccan’s and Poles amongst
others. (World Population Review 2020)
Due to the small size of the
Netherlands, throughout the FIFA
World Cup, fans would find it very
quick and easy to travel between
cities to enjoy different matches.
THE NETHERLANDS
A Background
FIGURE 1
DUTCH LOW LANDS

5. The Dutch are seen as happy, industrious
and carefree people who place importance
on family values, whilst maintaining more
traditional family roles.
They are hardworking people and also very
accepting of outsiders into their country and
are egalitarians with sexual preference, race,
religion and other differences all welcomed
within Dutch culture. (Commisceo Global
Consulting Ltd. 2020)
The Dutch culture is a strong one and
patriotism is important for citizens of the
Netherlands. There is a strong Liberal
perception of the Netherlands, as they were
proactive in legalising euthanasia as well as
cannabis use socially and even prostitution.
Dutch people are also considered to
be private people who value a more
conservative lifestyle. They also have an
assistive government who supports those in
need, however, this does come at the cost of
higher taxes.
Some opinions on Dutch culture by university
students has ranged from “If you get invited
to enter the house while the family is eating,
most likely they offer you a chair to sit with
them at the table but they won’t offer you
anything to eat” to “The Dutch tolerance is
famous all over the world and we have shown
the world that in most of these cases our
approach proved to be a good one.” (Anna
2008) Generally the responses depicted the
pleasant and friendly nature of the Dutch
people who were shown to be easy to live
and interact with day to day.
Dutch
people
8 9
The Laws and Politics of the Netherlands
are generally pretty liberal, while Dutch
culture remains celebrated and is a rich and
interesting one.
In terms of the cultural pillars of Dutch
society, the ministry of social affairs and
employment outlines some key concepts such
as Democracy, freedom and acceptance as
important ideals for the Netherlands. The
idea of a free expressive society is outlined
with the idea “People in the Netherlands may
express their beliefs and choose their own
lifestyles.” This means that you too can decide
what music you listen to, what clothing you
wear, what work you do, which newspaper
you read and what you eat.” (Core values
of Dutch society 2014) and aligns with the
freedom and expression of Dutch society that
underpins their social structures.
Elaborating on laws such as euthanasia,
cannabis use and prostitution, being legal in
the Netherlands, reflects the Liberal nature of
the country. The early adoption and initiation
of these laws also reflect an accepting
nature of different lifestyles and indicates a
promising environment for travelling fans. This
acceptance can again be seen when looking
back at the various religions and cultures that
exist in Holland.
The allowance and promotion of
personal freedom as well as a
positive embrace of Dutch culture
and values makes the country a very
inviting one that many fans will enjoy
visiting and integrate well with.
cultural values

6. 1 0 1 1
GENDER EQUALITY
As of January 1st 2019, the population of
the Netherlands consisted of 17,282,163
million people. The country is very close
to being equally divided with 49.65% or
8.581,086 million Dutch being male and
50.35% or 8.701,077 Dutch being female.
(Statista 2019)
The Netherlands prides itself on treating men
and women equally. It was one of the first
countries in Europe to legislate the “Principle
of Equality and Non-Discrimination” in their
constitution almost 40 years ago, in 1983.
(European Institute of Gender Equality 2020)
The European Union (EU) takes gender
equality very seriously. The European Institute
For Gender Equality (EIGE) (Figure 2, p11)
frequently reviews and ranks the 28 EU
member states on how close their population
is to obtaining their progressive culture.
The EIGE considers factors such as; “work,
money, knowledge, time, power and health.
(European Institute of Gender Equality 2019)
In the 2019 index, the Netherlands ranked
6th in the EU with 72.1 points out of a
possible 100.
The Netherlands has given their female
population the full freedom to choose their
lifestyle which has, in turn, created an unan-
ticipated outcome where Dutch women are
not represented in high numbers within gov-
ernment positions or on boards in business-
es. (European Institute of Gender Equality
2020) Only 25% of women are employed
full time in the Netherlands, yet many Dutch
women have expressed that they prefer to
have the choice of working part-time which
could reduce their likelihood of taking on
managerial or leadership roles and also their
annual earnings. Only 7% would choose to
work full time if given the opportunity. (Expa-
tica 2020) The women in the Expatica report
stated that they don’t see their career as a
priority, they enjoy having the extra time to
be caregivers to their children, socialise and
practise their hobbies. (Expatica 2020)
WOMEN IN THE
NETHERLANDS
WOMEN IN THE WORKFORCE
The European Institute For Gender EqualityINDEX SCORE FOR NETHERLANDS 2019
Athletes, officials
and visitors to the
Netherlands will be
able to observe the
benefits of gender
equality in a free
society and give the
incetive to other
counties who are yet
to embrace this.
FIGURE 2

7. 1 2 1 3
Advertising
regulation
in the
Netherlands
In order to advertise in the Netherlands, the
guidelines contained in the Dutch Code of
Advertising (Dutch Advertising Code Authority
2017), or also known as the Nederlandse
Reclame Code (NRC) need to be followed.
The codes contained in the NRC cover all
aspects of advertising in the Netherlands. The
general code states that advertisements in the
Netherlands must not mislead, be incorrect or
incomplete. Instead, they must be decent, true,
be in good taste and follow the law. (Dutch
Advertising Code Authority 2017)
20 special advertising codes cover the advertis-
ing of specific goods in the Netherlands.
If a consumer is offended by an advertisement
or feels that it breaches one of the codes,
they are free to submit a complaint to the
Advertising Code Committee (Reclame Code
Commissie). The independent committee
consists of board members from the Stichting
Reclame Code (SRC) which is responsible for
dealing with the self-regulation of advertising
and preparing the codes along with the Dutch
Consumer Association. (Dutch Advertising
Code Authority 2017)
There are plenty of opportunities to advertise
in the Netherlands. The main platforms that
are often employed include; Television, news-
papers, radio, on the web, social media and
in public transport areas. The Dutch people
have been avid users of the internet for many
years now. In 1996, 16 million Dutch people
used the internet and in 2016, “Search
engine and display advertising constitute
over 85% of the market.” (Santander Trade
2020) Despite this, Ad blockers are growing
in popularity in the Netherlands with 17% of
Dutch people in 2016 using them.
Traditional advertising mediums are still
popular in the Netherlands. In 2015, 48%
of Dutch people still read a newspaper daily
and in 2016, many Dutch people listened
to the radio for an average of 2 and a half
hours a day. (Santander Trade 2020)
Within the 20 special advertising codes that
cover the advertising of specific goods in
the Netherlands, one in particular concerns
advertising to minors.
When advertising on any media platforms,
it is important to remember that the Nether-
lands have a complete ban on advertising
food to children under the age of 13.
ADVERTISING TO CHILDREN
Stereotyping is the common expectation or
perception that society has regarding a group
of people and how you identify them in terms
of characteristics, qualities and abilities. Some
common examples when making stereotypes
are gender, nationality, religion, politics, age,
racial, aspect, etc.
It is common to hear that the Dutch are tall,
blonde and blue-eyed and wear wooden clogs.
This is an example of stereotyping someone
because of nationality.
In the Netherlands, the Dutch government
declared that everyone should have equal
treatment. It is so important that it is established
in the first article of the Constitution that, all
people must be treated the same way and it
is prohibited to discriminate in areas such as
religion or belief, origin, sexual orientation,
sex, skin colour, race, civil status, disability
or chronic illness, or age. Many laws in
the Netherlands support this as well as the
prohibition to stereotype and discriminate on
Dutch territory.
Holland is a very popular tourist destination globally. Amsterdam, Netherlands
capital and largest city is one of the 10 most visited European cities.
In 2014, 12.5 million hotel stays were recorded, with even more visitors
staying in private residences.
The locals have explained that such high level of tourists in the city can
cause some overcrowding and inconveniences for them but overall, the study
concluded that, most locals have a “positive attitude to tourists and tourism”
and 66% agreed with the statement; “It gives me a sense of pride that my
neighbourhood is attractive to tourists.” (Research Group of Creative Business,
Hogeschool Inholland Amsterdam 2017)
EQUALITY IN THE
NETHERLANDS
STEREOTYPES & EQUALITY
ATTITUDES TOWARDS TOURISTS
All visitors to the
Netherlands will feel
welcome and safe

8. SEEKING REFUGE IN THE NETHERLANDS
A refugee is someone who has no better
option but to leave their country. This could
be due to circumstances such as persecution,
war, or violence, also for reasons such as
race, nationality, religion, political matters.
Since 2015, the number of refugees
welcomed into the Netherlands as well as the
European Union has doubled. EU countries
such as the Netherlands have advocated
their openness to receiving more immigrants
in support of those who need to leave their
country of origin.
Sadly, in Europe the situation is not very
safe in many countries, as we know, wars
abound in countries like Syria, or countries
with deficiencies in their social and economic
policies such as turkey.
The Netherlands, as well as other EU
countries, is one of the countries where
more refugees enter due to how open and
supportive, they are.
The Netherlands refugee statistics with its
historical data we have the compare the
change over the years. For example, the
statistics for 2015 compared to 2014, show
an increase of 7.32% with the amount
of 88,536 refugees. In 2016, there was
an increase of 14.92% with the number of
refugees of 101,744. The statistics for 2017
was also an increase of 2.04% with 103,818
refugees and for 2018 which is the last year
we have in this data, we have a decrease of
1.91% reducing to 101,837. (Figure 3)
The Dutch people are renowned for
being very tolerant regarding migration
into their country. In 2018, nearly
four million people from Netherland’s
population had at least one parent that
was born in another country and when
a survey in 2017 asked the general
public how they feel about immigration
from other EU countries, 70 per cent
answered that they felt fairly or very
positive about this and only five per
cent of people responded negatively
regarding EU migration. (Kamer,
Lars 2020) (Appendix 4) 86% of the
Dutch population also acknowledge
that the Netherlands should contribute
to helping settle genuine refugees.
(Statista Research Department 2020)
The LGBT community referred to the gay
community or LGBT for lesbian, gay, bisexual
and transgender is an example of a minority
group.
In the Netherlands, the general population, as
well as the Dutch government, are incredibly
supportive of this community, so they are
very unlikely to face the discrimination and
violence they could face in other countries.
The Netherlands have legalised same-sex
marriage in 2001. They were the first country
in the world to do so and for the last 20
years, LGBT couples have been able to enjoy
the rights of marriage.
4-6 % of the population in the Netherlands
is LGBT. The Dutch population is around 17
million so, the LGBT community represents
around 1 million people.
In terms of social acceptance towards this
group, the Netherlands tops the list of those
who do it best right after Iceland.
The Dutch government has collaborated with
the famous network “Rainbow Cities” which
is a network of international cities concerned
with LGBTI policies.
The Netherlands continues to fund projects
and help other countries work towards equal
rights for their LGBT communities.
1 4 1 5
migrants
refugees
Comparison of the refugees asylum status in the Netherlands between
2010-2018
MIGRATION TO THE NETHERLANDS
FIGURE 3
TREATMENT OF
THE LGBT
COMMUNITY
All are excepted for
who they are in the
Netherlands

9. in conclusion
It is hoped that this preliminary assessment report
delving into the ethical and cultural values of the
Netherlands has highlighted the fact that this country
has the positive attributes and what it takes to be an
ideal host for the 2030 FIFA World Cup.
Equality, inclusion and personal freedom is not only
legislated for by the government but also positively
embraced by the population as can be seen from the
way the LGBT community has flourished and how
well migrants and refugees are treated.
Women are given the freedom and supported to
embrace the lifestyle they choose and advertisers
through their self-regulatory codes put ethics into
consideration as they do their best to market honestly
and openly whilst taking care not to advertise
unhealthy food choices directly to children.
The Dutch love their football and would be incredibly
welcoming to all the athletes, fans and officials who
would be very lucky to visit their country for the 2030
FIFA World Cup.
1 6 1 7

10. 1 8