The Dutch Gaming Authority (KSA) has issued a warning to one of its online licensees for violating the prohibition on non-targeted advertising.
The ban was implemented in July 2023 and prohibits untargeted advertising for online gambling. As of 1 July 2024, this legislation was also expanded to include programme and event sponsorship.
These laws were made with the intention of protecting vulnerable groups, such as young adults, from exposure to gambling promotions.
The recent infraction of this ban involved a TV commercial in which a football player was seen wearing a T-shirt featuring the name of an online gambling provider. This advertisement appeared on both television and social media platforms.
Despite not directly promoting the gambling provider’s services, the provider is nonetheless held accountable for any representation of their brand, even if showcased by third parties under sponsorship agreements.
In the context of sports sponsorship, it is essential that there is a clear connection between the mention of the provider, the sport itself and the location where it is practised – such as a football stadium. This criterion was not met in the television advertisement in question.
The provider has since implemented measures to prevent a recurrence of this violation, leading the KSA to issue a warning rather than a more severe penalty.
In related news, the KSA recently announced increased penalties for illegal gambling terminals.
Under the new rules, the general fines for each illegal gambling device have been substantially increased, now ranging from €25,000 to €100,000 ($27,197-$108,789) per device, compared to the previous range of €7,500 to €20,000.
