No more influencers in gambling advertisements. The Kansspelautoriteit is taking a hard line today and forcing providers to stop collaborations. While the Netherlands is tightening the rules, a fierce battle has been raging in Belgium for some time between sports clubs, gambling companies and regulators.
The Dutch regulator states that influencers, streamers and other online personalities fall under the role model ban. Under no circumstances may they promote online gambling. Minors and young adults in particular want to identify with them. It is precisely this group that they want to protect.
The Kansspelautoriteit leaves no room for doubt
According to the Kansspelautoriteit, there was uncertainty in the sector about who counts as a role model. That is why additional clarification was provided. Not only well-known names, but also bloggers, vloggers and streamers with a large reach are covered by the ban as soon as they are of interest for advertising.
Licence holders received a clear call to action: terminate existing collaborations as soon as possible. The aim is clear. Online gambling should not be promoted by faces that young people follow and trust.
Belgian sports and gambling sector under pressure
For Belgian readers, this is not a distant issue. In Belgium, the gambling advertising decision has already caused considerable controversy. The ProLeague, top football clubs and other sports organisations have taken legal action together with gambling companies. They argue that a total ban does not protect fans from gambling addiction, but instead pushes them towards unlicensed providers, where there is no supervision.
European rules also play a role. The principle of free movement of services within the European Union makes it difficult to treat foreign operators with an EU licence differently from Belgian providers. This creates legal tension and uncertainty in the sector.
Sector seeks new avenues under strict supervision
Meanwhile, the Belgian sports and gambling industry is adapting its strategy. Companies are shifting from direct gambling advertising to broader brand promotion. An F1 team racing in Belgium replaced the branding of a gambling company without a Belgian licence with that of a subsidiary with a streaming platform. The Gaming Commission saw this as an attempt to circumvent the ban and imposed a fine.
Sponsorship deals are being tailored to local rules. Companies are increasingly turning to digital channels and streaming services to remain visible. Influencers play a role in this, although they too are subject to supervision.
The discussion therefore does not end with a single ban. In both the Netherlands and Belgium, the sports and gambling sectors and regulators are positioning themselves in a debate that revolves around protection, money and influence.