Dutch Regulators Clamp Down on Sports Betting Advertisements Using Role Models
In a recent enforcement action, the Dutch gambling regulator Kansspelautoriteit (KSA) has issued warnings to two online sports betting providers for violating the Netherlands’ advertising regulations.
These companies breached the 2022 law prohibiting the use of celebrities and public figures in gambling promotions. This measure underscores the Netherlands’ commitment to curbing gambling-related harm and ensuring responsible advertising practices.
Crackdown on Role Model Usage in Betting Ads
The KSA’s recent scrutiny highlights ongoing challenges within the Dutch online betting scene. According to the regulator, one operator erroneously utilized a prominent Eredivisie footballer in a promotional campaign offering a branded T-shirt as a prize.
Meanwhile, another operator incorporated the likeness of a well-known actor. The KSA has not disclosed the names of the companies or the celebrities involved. However, it confirmed that both promotional campaigns have been withdrawn following the intervention.
Regulatory Framework and Restrictions
Under the Dutch gambling laws instituted in 2022, advertising that involves role models who possess significant influence and public recognition is strictly prohibited in “high-risk gaming” sectors, which include all forms except for lotteries and bingo.
The KSA elaborated on the policy, stating, “If they want to use a celebrity, they must first investigate the reach of that person among minors and young adults. If that research shows that a celebrity is of interest to that target group, the role model should not be used.”
KSA’s Stance on Land-Based Gambling
Furthering its commitment to responsible gambling, the KSA has also turned its attention to land-based gambling facilities. Last month, at the Casino Operations Summit in Amsterdam, the KSA chairman emphasized the need for more stringent gambling controls at these venues.
He praised the effectiveness of regulatory inspections in curbing unlicensed operations but noted that regulated land-based venues must intensify their efforts to promote responsible gambling.
Moving Forward: Implications and Industry Response
The industry must navigate these regulatory waters with care, adapting their marketing strategies to comply with the stringent rules set forth by the KSA. Operators are now more cautious, understanding the severe implications of non-compliance, including hefty fines and potential damage to their reputations.
Furthermore, these developments prompt a broader discussion about the balance between profitable marketing and ethical advertising in gambling.
