The Dutch Gambling Authority (Kansspelautoriteit, KSA) has ordered online gambling operator TonyBet to remove an advertisement it found in breach of the country's role model ban.
The regulator identified the campaign during heightened monitoring of gambling promotions throughout the football World Cup.
The regulator said the ad featured people whose shirt numbers, national team jerseys and physical appearance clearly evoked well-known international footballers. The KSA said this amounted to the use of role models for advertising purposes, even though no actual footballers appeared in the campaign, as the prohibition also applies to depictions that clearly bring a recognisable athlete to mind.
TonyBet complied with the regulator's order to remove the advertisement and has committed not to use it or a comparable campaign again.
The Netherlands authority prohibits gambling operators from using role models, including current and former professional athletes, influencers and other public figures, in advertising.
The KSA said the rule is intended to protect minors as well as at-risk and problem gamblers from exposure to gambling promotions built around recognizable public figures.
The regulator said it is conducting intensive supervision of advertising compliance among online gambling operators throughout the World Cup period and will take action against operators that fail to comply.
Alongside this enforcement effort, the KSA is running an awareness campaign called "Laat je niet zoekspelen," (Don't lose yourself to gambling) which highlights the risks of sports betting, particularly for young adults.
The regulator reiterated that the role model ban also applies to advertising that indirectly refers to identifiable professional athletes, even if they do not appear in the campaign.
The KSA recently issued a warning to Scgo Limited, operator of VBet, after identifying prohibited live betting markets during its World Cup monitoring.
The regulator found the operator was offering bets on events such as throw-ins, fouls, corner kicks and offsides, which are banned under Dutch rules due to their increased match-fixing risk.
VBet removed the markets immediately after being notified, but the KSA noted that further violations could lead to enforcement action.
The KSA recently reported that channelisation by GGR had fallen to 53%, citing illegal gambling activity and advertising breaches as key challenges for the regulated market
