The Dutch Gambling Authority (KSA) has addressed operators TonyBet and Betcity regarding marketing incidents in which advertisements targeted vulnerable groups, particularly young adults aged 18 to 24. In both instances, the violations were self-reported.
Both operators acted quickly, implementing corrective measures and introducing additional controls to marketing systems. In the Netherlands, operators are prohibited from intentionally displaying promotional messages to vulnerable groups.
TonyBet has sent promotional emails to a group of young adult players on two occasions. The operator claims a system error caused the incidents. The system incorrectly identified the group as adult participants rather than young adults. Betcity sent a marketing message through the game interface to all players, including young adults, but indicated that these players could not take advantage of the marketing offer.
Additionally, the operator Kansino was approached about an incident involving advertisements appearing in mobile game apps. The violation was self-reported. Kansino noticed the advertisements shortly after they were posted and immediately took them down. Gambling operators are not allowed to advertise through online games or apps that are not related to gambling.
The KSA reminded gambling operators to be vigilant when running marketing campaigns to ensure that vulnerable groups are not targeted through negligence or error. Recently, the KSA published research suggesting that growing social acceptance of gambling is contributing to increased participation and making harm harder to identify.
The study found nearly a quarter of respondents believe gambling is seen as normal behaviour in their social circle.
Dutch authorities are reviewing stronger player protection measures as part of wider gambling policy reforms
