Under the new rules set by the KSA, operators are prohibited from using professional athletes in their advertising campaigns.
The Dutch Gambling Authority (KSA) has called out betting operators TOTO Winkel and Betcity for violating rules around the use of role models in gambling ads.
The regulation, established around the World Cup, prohibits operators from using recognisable figures such as footballers or celebrities in their ads.
In this case, both operators referenced well-known professional footballers in their campaigns and showed the national shirts, which created a clear link between the athletes and the gambling firms.
Betcity’s ad showed betting options alongside national football team shirts with the name and number of high-profile players like Olise and Mbappe – the players themselves weren’t featured, but their names, number, and the national kit was enough for the KSA to take action.
Similarly, TOTO Winkel ran an ad which displayed the text “MBAPPÉ HATTRICK? WIN €100 – PLAY HERE”, alongside a blue shirt with the striker’s number.
The KSA approached the operators, who immediately withdrew their ads, and TOTO Winkel withdrew planned ads.
The new regulations were put in place to mitigate the harm for young and at-risk gamblers.
Strict rules around advertising were put in place for igaming operators and licenced land-based sportsbooks, which ban the use of athletes, influencers, celebrities and other well-known individuals in campaigns.
These rules also apply to ads that evoke a clear association with a role model through recognisable characteristics.
