BetMGM Warned Over Ad Featuring Underage Role Model
The Dutch gambling authority, Kansspelautoriteit (Ksa), has issued a formal warning to BetMGM for featuring underage footballer Lamine Yamal in a recent online advertorial. The campaign was deemed in breach of advertising regulations that prohibit the use of role models and targeting of vulnerable groups, including minors.
Use of Underage Athlete Triggers Regulatory Action
The Kansspelautoriteit flagged the campaign after it appeared briefly on a popular Dutch news platform. The advertorial, which included imagery of Lamine Yamal, contravened Dutch advertising rules that prohibit licensed gambling operators from using public figures as role models—especially when those individuals are minors.
According to the Ksa, such advertisements are considered highly harmful and are taken seriously due to their potential to influence young audiences.
“Operators are not allowed to advertise using role models. Nor may they target vulnerable groups, including minors” – the regulator stated.
Oversight Within BetMGM’s Media Chain
The ad was published by the editorial team of the website hosting the campaign. A media company affiliated with BetMGM identified the breach and informed the operator. However, BetMGM failed to report the incident to the Ksa—a requirement under Dutch gambling laws when consumer safety might be compromised.
Licensed operators are obligated to notify the Ksa about any compliance errors that could endanger users. Failure to do so is itself a violation, regardless of whether the campaign was managed by an external agency or discovered during an internal review.
Regulator Issues Warning, Emphasizes Operator Responsibility
The Ksa ultimately issued a warning rather than a fine, citing BetMGM’s swift action to remove the content and implement preventive measures. Still, the regulator underscored that operators remain fully responsible for compliance, even when outsourcing promotional activities.
“Incidents must be reported immediately, regardless of ongoing internal investigations” – the Ksa noted.
The authority also reminded operators that enforcement action can be taken for advertising violations—even if third parties are involved in the breach.