On 26 June 2025, the Kansspelautoriteit (Ksa), the Dutch gaming regulator, issued Optdeck Limited (parent company of Unibet in the Netherlands) with two separate warnings. The first relates to non-targeted advertising, via the Unibet logo affixed to a touring car used for non-sporting purposes. The second relates to an automated gaming function, BonusBuy, which is considered to be a prohibited autoplay tool.
Two different warnings
From cycling to advertising: an overly visible logo
Unibet sponsors the Unibet Tietema Rockets cycling team. The logo, affixed to a team bus, was used for purposes other than sporting transport. This constitutes untargeted advertising, which is prohibited under Dutch law.
When questioned, Unibet claimed to be unaware of the extended use of the vehicle. The Ksa then imposed an immediate withdrawal of the logo: the bus and the team’s vehicles will be re-autographed without the Unibet brand, within a tight deadline before the entry into force on 1 July 2025 of the total ban on sports sponsorship by gaming operators.
BonusBuy: a breach of the rules against automatic play
The BonusBuy function, which allows players to purchase a bonus with consecutive free spins, was detected live by the Ksa. This system automatically activated spins without player intervention, which is considered to be autoplay, prohibited by the regulations.
Unibet explained that this was an error by a third-party supplier, and that the function was deactivated after just two hours. Players who lost during this period have been compensated in full, and measures have been taken to prevent any recurrence.
Reminder of responsibility: an operator held responsible despite subcontractors
The Ksa reminded the public that legal responsibility always lies with the operator, even in the event of recourse to third parties. Failure to comply with the legislation on advertising and automatic gaming carries immediate penalties.
“The Ksa has stated that it is always the responsibility of the supplier to ensure that sponsorship agreements comply with laws and regulations. Furthermore, the coach in this form will in any case no longer be permitted to operate from 1 July 2025, when the ban on sports sponsorship will also come into force.”
Thanks to the rapid cessation of the two infringements (sticker removed, autoplay deactivated), Ksa has limited its response to warnings. However, a possible new incident could lead to severe sanctions, such as heavy fines or licence suspensions.
“Unibet takes the Ksa’s signals very seriously and took immediate action as soon as it was informed. The use of the coach by the sponsored team was immediately stopped at our request. In anticipation of the rules coming into force on 1 July, all team vehicles in the Netherlands will be fitted with personalised stickers without the Unibet logo. The observed autoplay functionality was unintentionally available for a short period due to an external supplier error after the game went live. Our internal checks, prior to going live, had disabled this feature. The injured players have been compensated and we have taken further steps with the supplier to eliminate this type of error in the future,” explains Sanna van Doorn, Unibet spokesperson.
Sports sponsorship on hold: July 1, the pivotal date
From 1 July 2025, Unibet will no longer be able to use a vehicle bearing its brand colours as part of its sports sponsorship, in strict compliance with the total ban imposed on all gaming operators.
This is not an isolated case: the Ksa is stepping up its monitoring of sponsorship and advertising practices in the gaming world.
What are the lessons for the online gambling sector?
Unibet demonstrates that even licensed operators are not exempt from strict controls. These warnings illustrate the Ksa’s commitment to ensuring a responsible gambling market that complies with the law, in particular by monitoring promotion and automatic gambling practices.
Companies in the sector must therefore strengthen their internal processes: contractual checks, alliances with compliant suppliers, rigorous monitoring of sponsorship. Non-compliance could quickly lead to financial or disciplinary sanctions.