Online gambling operator sanctioned for non-targeted advertising in the Netherlands

The Kansspelautoriteit (Ksa), the Dutch gambling authority, recently issued a warning to one of its licensed operators for violating the ban on non-targeted advertising.

A Dutch online gambling operator was recently issued with a warning by the Ksa for violating the ban on non-targeted advertising. This concerns a television advertisement for a television channel that showed a football player wearing the shirt of this online gambling provider. This non-targeted advertising does not comply with current law and endangers vulnerable groups, particularly young adults.

Sponsorship and operator responsibility

The incriminated television advertisement, also broadcast on social networks, featured footballers, including one wearing a jersey bearing the operator’s name. Although the advertising did not directly concern the online gambling operator, it is important to remember that the latter remain responsible for all communications related to their brand, including those disseminated by third parties within the framework of sponsorship contracts.

In the field of sports sponsorship, it is essential that a direct link exists between the mention of the operator, the sports practice and the place where it takes place (for example, a football stadium). However, this link was not obvious in the case of this television advertisement.

Given the measures taken by the operator to prevent such an offense from happening again, the Ksa contented itself with a warning.

Fight against non-targeted advertising: a protection issue

Since July 2023, untargeted advertising for online gambling has been illegal. This ban also extends to the sponsorship of programs and events since July 1, 2024. Indeed, it is impossible, with this type of advertising, to exclude vulnerable groups, such as young adults, which justifies this measure protection.

The Ksa ensures strict compliance with these rules and will not hesitate to take action in the event of a new infraction. This measure aims to guarantee a responsible gambling environment and prevent risks linked to gambling, particularly for the most vulnerable.