BetMGM criticised for campaign featuring young athlete
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3 Jun 2025 •
Reading time: 2 minutes On 2 June 2025, the Kansspelautoriteit (Ksa), the Dutch gambling regulator, issued an official warning to BetMGM. At issue was an advertisement on a well-known news website featuring 17-year-old football prodigy Lamine Yamal. The campaign breached Dutch legislation prohibiting the use of public figures in gambling advertisements, particularly when targeting vulnerable groups such as minors.
The Ksa stressed the seriousness of this offence, pointing out that such advertising can have harmful consequences for young people.
‘The Ksa considers this type of advertising to be very damaging, and breaches of the advertising ban are heavily penalised,’ said a spokesman for the authority.
Quick reaction, but obligations not met
Although the advertisement was quickly withdrawn after it was broadcast, the Ksa criticises BetMGM for failing to report the incident, as required by the regulations. Under current rules, gambling operators are required to report any offences or errors that could endanger consumers. In this case, it was a media company affiliated to BetMGM that discovered the breach and informed the operator.
The Ksa stated that, although the advertisement was created and published by the news website’s editorial team, responsibility lies with BetMGM.
‘However, the Ksa emphasises that it is the responsibility of providers to comply with laws and regulations when entrusting advertising campaigns to external parties,’ the authority reiterated.
A warning, but increased surveillance
In view of the rapid cessation of the campaign and the measures taken to prevent a repeat offence, the Ksa opted for a warning rather than a more severe penalty. However, it insisted that any future offences could lead to stricter measures.
This case comes against a backdrop of increased vigilance on the part of the Ksa, which has recently stepped up its monitoring of gambling-related advertising, particularly that likely to reach minors. The authority has also introduced new directives to ensure that operators comply with their consumer protection obligations.
Protection of minors, a priority for the Ksa
The Ksa has reaffirmed its commitment to protecting minors from the risks associated with gambling. It reiterated that operators must put in place strict measures to verify the age of players and avoid any form of advertising likely to target them.