Dutch regulator reprimands two unnamed operators for advertising breaches

The Netherlands Gaming Authority (KSA) has reprimanded two unnamed operators for violating the ban on using role models as part of advertising efforts.

One online sports betting firm offered customers the chance to win the shirt of a well-known football player from the Eredivisie, the top-flight of domestic Dutch football.

Another company used images of a famous actor to advertise an online gambling game.

Along with not naming the operators, the KSA did not reveal the player, club or actor involved in the advertising breaches. 

In June 2022, the KSA introduced a blanket ban on Netherlands licensed operators using role models such as former football players and brand ambassadors in gambling advertising. This regulation includes the direct or indirect promotion of risky games of chance.

Charity and state lotteries are exempt from the ban, but only on the proviso they first determine the reach of a role model among minors and young adults.

Earlier this year, the KSA warned an unnamed Dutch football club for using a “life-sized image” of its club captain in a public space as they were donning a shirt that featured a gambling sponsor on the front.

With gambling advertising prohibited in public places, as well as on TV, radio and print media, the KSA informed the club involved that their plan would fall foul of untargeted marketing regulations.

At the time, the KSA said: “Both the gambling company and the football club were of the opinion that this involved sports sponsorship.

“The KSA has concluded that this case was not about sports sponsorship, but about untargeted advertising for online games of chance.”

Last month, the Dutch parliament voted in favour of a total ban on gambling advertising as well as scrapping “very high-risk gambling verticals”, including online slots.

While the motions have been approved in parliament, they will still require backing from the government.