Gambling operator called out for using footballers’ likenesses in World Cup ads
The Dutch gambling regulator said the operator used characters resembling well-known footballers.
The Netherlands.- The Dutch gambling regulator Kansspelautoriteit (KSA) has had words with TonyBet over what it sees as a violation of the Netherlands’ ban on the use of role models to advertise gambling. The regulator, which spotted the advert after increasing supervision during the 2026 FIFA World Cup, said the operator had breached the rules by using recognisable references to professional footballers.
Although the advert in question did not feature the actual athletes, the KSA says it depicted characters whose “jersey numbers, national shirts, and physical characteristics clearly referenced well-known international professional footballers”. According to the regulator, this use of a player’s likeness still constitutes the use of role models for promotional purposes and is therefore not permitted.
The Dutch ban on using role models to advertise gambling came into effect in July 2022 ahead of a ban on untargeted gambling ads a year later and more recently a ban on sports sponsorship. The measure was intended to protect young people, at-risk gamblers and problem gamblers and applies to influencers and other celebrities as well as well-known athletes.
According to the KSA: “The ban applies not only when a professional athlete actually appears in an advertisement. Recognisable references to famous athletes are also not permitted. In this advertisement, the jersey numbers, national shirts, and physical characteristics caused the depicted individuals to immediately evoke memories of well-known international professional footballers. In doing so, the recognisability of these athletes was exploited to promote online gambling.”
The KSA ordered TonyBet to remove the advertisement immediately and to ensure that neither it nor a similar advertisement is used again. It says the provider swiftly complied.
As well as stepping up its monitoring of gambling ads during the World Cup, the KSA also ran an awareness campaign featuring Glenn Helder and Noah Zeeuw. The campaign was intended to draw attention to the risks of sports betting, particularly among young adults.
