The Netherlands Gambling Authority (Kansspelautoriteit) has warned Toto Online over a breach of the country's ban on using role models in gambling advertising, after the operator ran a promotion offering supporters the chance to win jerseys signed by players from eight professional football clubs.
The campaign, distributed through the clubs' social media channels, told fans they could enter to win a signed shirt by placing a five euro bet with Toto Online. The KSA determined that the promotion amounted to deploying role models for marketing purposes, which is banned under the country's advertising rules for online gambling.
The regulator said the ban applies to individual professional athletes as well as to teams composed of professional players. It found that the involvement of the players, through their signatures on the shirts, was what made the promotion appealing to fans, indirectly drawing the clubs into marketing for online betting.
Ella Seijsener, Director of Licensing and Supervision, said: "Around major sporting events the temptation to bet on sports matches increases. We see that more money is being staked and that young adults in particular underestimate the risks. That is why we are stepping up our supervision of compliance with the advertising rules during this period."
The action comes as the regulator has separately launched a campaign called "Laat je niet zoek spelen," warning young adults about the risks associated with sports betting during the tournament.
The initiative emphasizes that betting on football matches carries the same risks as other forms of gambling, including financial harm and addiction, and encourages consumers to seek help if needed. It also reminds the public that sports betting is prohibited for anyone under the age of 18 under Dutch law.
The Dutch role model ban, in place since June 2022, covers former athletes, influencers and other public figures, with exemptions limited to charity lotteries and the state lottery
