ING launches anti‑hate campaign with Gullit and Gakpo

ING launched a new anti‑hate campaign ahead of the World Cup. The initiative targets online abuse directed at footballers. The bank urges supporters to back the Dutch national team positively. ING hopes the message will spark broader debate on online conduct in football. Former Dutch star Ruud Gullit appears in the campaign visuals. Current internationals Cody Gakpo and Jeremie Frimpong also feature. Jan Paul van Hecke joins the roster of faces promoting respectful fandom.

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The campaign is coordinated by ING’s marketing department. It will be displayed across the bank’s digital channels throughout the tournament. ING expects the effort to reduce toxic commentary on social media. The initiative aligns with broader attempts to improve the sport’s online environment.

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The campaign runs until the World Cup concludes. Its impact will be measured by monitoring online sentiment toward the Oranje squad.