KSA Sends Warnings to Operators Over Sponsorship Breaches

Stricter Sponsorship Rules Introduced

As of July 1 gambling operators in the Netherlands are not allowed to sponsor TV programs and events, except for sports, which is allowed until July 1 2025. Even within sports, companies must not target vulnerable groups, including minors and young adults.

In the first case a gambling operator didn’t remove its branding from promotional materials after the sponsorship agreement with a national event organiser had expired. Despite the agreement being over and the new rules in place the organiser continued to display the operator’s logo. After a warning from the KSA the operator removed all branding from the event materials.

The second case involved an operator whose sponsorship of a major sports event inadvertently exposed its brand to minors. Before the main event children and young adults were participating in sports activities at the venue where the operator’s ads were displayed. The KSA reminded the company that they are responsible for preventing their sponsorship materials from reaching vulnerable groups outside of the main event.

In the third case an online sports retailer was selling T-shirts with a gambling operator’s logo as part of a sponsorship deal with a well known athlete. These branded shirts were available in children’s sizes. After being alerted by the KSA the operator removed its logo from the merchandise for minors.

KSA Stresses Operator Responsibility

The KSA is using these cases to stress the importance of compliance with the new sponsorship rules. Each operator received a formal warning to monitor and control all sponsorship activities, including those of third parties. The authority warned that further breaches will be met with more severe measures.

Gambling operators must have clear terms with external partners on the use, timing and distribution of sponsorship materials. Operators must proactively prevent third parties from doing anything that would lead to non-compliance with the advertising rules.

These measures show the KSA’s commitment to protecting vulnerable groups from gambling advertising. By holding operators responsible for their own actions and those of their affiliates the authority wants to create a safer and more responsible gambling environment in the Netherlands.