Two gambling operators rapped over World Cup betting ads in the Netherlands
The adverts were found to have created a clear association with professional footballers.
The Netherlands.- The Dutch gambling regulator Kansspelautoriteit (KSA) has had words with Betcity and TOTO Winkel over breaches of the Netherlands’ ban on the use of role models in gambling advertising. The regulator says it detected violations during the intensified supervision of marketing during the World Cup.
In both cases, the providers were found to have used recognisable references to well-known professional footballers in their advertisements. The combination of name, shirt number, and national football shirt created a clear association with these professional athletes even if the players themselves were not featured, the KSA said.
The regulator said the advertisements were immediately removed and TOTO Winkel withdrew similar planned advertisements after it raised the issue.
Recognisable references to professional athletes
At Betcity, betting options were displayed alongside national football team shirts featuring the name and number of famous players, such as Mbappé and Olise. Although the players themselves were not visible, the combination of name, number, and national kit were deemed to create a clear association with these professional athletes.
As for TOTO Winkel, an advertisement was found in a supermarket with the text ‘MBAPPÉ HATTRICK? WIN €100.- PLAY HERE’. A blue shirt with Mbappé’s number was depicted alongside it. Again, the combination of name, number, and national shirt was judged to create a clear association with the professional athlete in question.
Last month, the KSA said it had addressed TonyBet over a similar issue. 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.
The KSA said: “To protect young people, at-risk gamblers, and problem gamblers, strict rules apply to advertising for online gambling and to licensees of land-based sports betting. Licensees are prohibited from using role models, such as (former) professional athletes, influencers, and other well-known individuals. This prohibition also applies to advertisements that evoke a clear association with a role model through recognisable characteristics.
