Dutch regulator warns operators over use of “role models” in gambling ads

On 30 June this year, the KSA introduced a blanket ban on using so-called “role models” such as former professional footballers, influencers and models in gambling marketing.

The rule applies to all licensed operators in the Netherlands, with the exception of charity and state lotteries.

According to the KSA, two operators, neither of which has been named, used the voices of famous Dutch people – deemed to be role models – in adverts. In one case, a celebrity’s voice was featured in a television advert, and the other a podcast.

Both operators withdrew the adverts following a warning from the KSA. If they had failed to do, the regulator said they could have been issued with cease-and-desist orders.

“The KSA will keep a close eye on whether games of chance providers continue to comply with the ban,” the KSA said.

Cease and desist

The warnings come after earlier this month both LCS Limited and MKC Limited stopped operating in the Netherlands after receiving cease-and-desist orders from the KSA.

LCS received the cease-and-desist order in early September. This followed an investigation that took place between March and July. The investigation revealed players were allowed to play on the Sons-of-slots.com website, despite LCS not having a licence to operate in the Netherlands.

The investigation into MKC took place between May and August. It found that the operator had been offering games in the Netherlands through the website Betworld247.com and had been accepting bets from players in the country.