Dutch Regulator Penalizes Two Operators Over World Cup Betting Ads

The Dutch gambling regulator Kansspelautoriteit has issued warnings to Betcity and TOTO Winkel for violating advertising restrictions during the recent World Cup. Both operators used visual references to professional footballers in their promotional materials, breaching national rules on role model usage.

Advertising Violations During the Tournament

The regulator identified the breaches during enhanced monitoring of marketing campaigns launched for the World Cup. Betcity displayed betting options alongside national team jerseys featuring the names and squad numbers of recognized players, including Mbappé and Olise. Although the athletes did not appear directly in the visuals, the combination of kit, number, and name established a direct link to the professionals. TOTO Winkel ran a similar campaign in retail locations, featuring a supermarket advertisement that read "MBAPPÉ HATTRICK? WIN €100.- PLAY HERE" next to a blue jersey bearing the player's number. The KSA determined that both formats relied on identifiable characteristics to evoke the athletes. The promotional materials were taken down immediately upon review, and TOTO Winkel canceled comparable scheduled campaigns following the regulator's intervention.

Regulatory Background

This enforcement follows a similar review of TonyBet last month. The Dutch restriction on role model usage in gambling promotion took effect in July 2022, preceding subsequent limits on untargeted advertising and sports sponsorship. The policy aims to shield younger demographics and vulnerable players from targeted marketing. The KSA stated that licensees for online and land-based sports betting may not feature established athletes, influencers, or public figures. The rule extends to any advertisement that suggests a connection to a recognized individual through distinct visual or textual markers.