The Dutch gambling regulator, Kansspelautoriteit (KSA), has issued seven warnings to operators for violating strict advertising regulations. The breaches primarily involve the use of role models and advertising in environments targeting young audiences.
The Netherlands enforces stringent rules on gambling advertisements, including prohibitions on ads on television, radio, print media, and in public spaces. KSA did not disclose the names of the operators involved but released details of the cases to raise awareness and deter similar actions.
One case involved a gambling company’s logo being displayed on a pace-setting car during a motorsport event. Following the event, the car appeared on public roads, which the KSA flagged as a violation, as branding in such spaces is considered untargeted advertising. The operator agreed to restrict the display of the logo to race locations and events in the future.
Another instance concerned advertisements displayed on digital screens at a gym primarily frequented by young people. KSA highlighted this as a breach of rules and issued a warning to the operator.
Five other cases centred on the prohibited use of role models in gambling promotions. Since June 2022, using individuals with public recognition, such as influencers, athletes, or celebrities, has been banned in gambling ads.
In one example, an operator used an actor and well-known animated characters to promote a gambling website, a practice deemed likely to appeal to younger audiences. Other cases involved indirect references to Formula 1 driver Max Verstappen through puns and visual elements in advertisements for betting on Formula 1 events.
KSA underscored its commitment to enforcing these regulations, stating:
“KSA takes these kinds of creative attempts to circumvent the ban on role models very seriously. In general, it is not permitted to include references to a role model in any way, directly or indirectly. If parties cross the line again after a warning, a heavier sanction may follow.”
The regulator aims to maintain compliance within the gambling sector by issuing these warnings and will continue to monitor advertising practices closely.
