The Dutch Gaming Authority (KSA) has warned sports betting giant BetMGM after violating national advertising ad rules.
BetMGM has run an advert featuring famous Barcelona soccer player Lamine Yamal, putting the company in breach of Dutch laws on featuring ‘role models’ in gambling ads.
The Netherlands has rules about gambling ads stating that operators shouldn’t market their products in ways designed to appeal to vulnerable groups, including young people.
The KSA has stated that it has warned BetMGM for the ad, on the grounds that many people would recognize Yamal, especially younger fans who support the Spanish team. Although the company has been left off with a warning, the violation was also deepened by the fact that BetMGM did not self-report the violation to the KSA.
Instead, aBetMGM affiliated media company discovered the violation and reported it back to the KSA. Typically, KSA licensees should report any instances of non-compliance to the regulator as soon as they notice them.
How has BetMGM responded to the Dutch investigation?
However, the KSA has noted that BetMGM ended the violation as soon as possible after being notified by the authority. Actions were also taken to rectify the breach, so the Dutch body has decided not to take the issue beyond a simple warning.
Nonetheless, the KSA is using the high-profile ad from the betting giant as a chance to remind operators to comply with laws in all countries where they operate. All instances of non-compliance should be reported to the KSA, regardless of whether actions are being taken internally to rectify the mistakes.
“If violations in the area of advertising occur, the KSA can take enforcement action, even if an external partner is involved,” said the KSA in its public statement.
This comes as the Dutch operator is also preparing to tighten its supervision of gambling ads and sponsorships in sports. From July 1, Dutch sports betting operators will be banned from sponsoring professional sports clubs and athletes.
