amber alert netherlands was set up free of charge in 2008 by social enterprise netpresenter, and the dutch national police. the green light was given on 11 november 2008 by the minister of justice at the time, hirsch ballin. today, amber alert is an established name in the netherlands. research has shown that amber alert has the highest brand awareness among all the alerting systems: no less than 95 percent of non-participants know the system by name. since the start, the system has been used to issue alerts for over 1000 missing child cases.