In anticipation of the FIFA 2026 World Cup, the Dutch Gambling Authority (KSA) has written to sports betting operators to remind them that live advertising during matches is prohibited.
In the letter, the KSA reiterates the rules on advertising. In general, operators are not allowed to encourage viewers to place bets during a match, including through social media posts, push notifications or emails.
During the World Cup, the KSA expects an increase in betting participation. Therefore, it will exercise heightened supervision over compliance with the advertising rules. Enforcement action will be taken immediately in the event of any breaches.
The KSA previously sent letters to operators to remind them of wider regulations applicable to advertisements and promotions. The letter underlined the ban on untargeted advertising and sports sponsorship.
The regulator recently launched a campaign aimed at young adults. The campaign features a website titled LaatJeNietZoekSpelen.nl, which provides resources such as quizzes, interactive true or false statements and links to gambling harm charities.
Elsewhere, French broadcasters have pledged to show no gambling advertisements during cooling breaks in the World Cup.
Meanwhile, the country’s gambling regulator, Autorité Nationale Des Jeux (ANJ), called on sports betting operators to stick within the bounds of their stated promotional budgets.
The Belgian Gambling Commission also warned operators against using unauthorised bonuses or advertising.
Outside Europe, a bill in Mexico proposes banning gambling advertisements on television before 10:30 pm. The measure has been introduced as the country prepares to co-host the tournament.
Betano has been confirmed as an official tournament supporter of the FIFA World Cup 2026 for Europe and South America through a new agreement between FIFA and Kaizen Gaming’s flagship brand
