KSA tightens scrutiny of role model use ahead of gambling regulatory overhaul 

Two unnamed online sports betting providers have been issued a warning by the Dutch Gambling Authority Kansspelautoriteit (KSA) over violating the role model regulation.

According to Dutch law, people who are widely recognised by the public and have a level of influence over it are forbidden from being used in any kind of material that promotes gambling. 

In this sense, the KSA has found one gambling provider to have breached the rules, using a footballer from a high profile club playing in the Eredivisie league. The promotion offered bettors a chance to win a t-shirt from the well-known player. 

The second provider used the likeness of a famous actor to raise more awareness for its gambling product. 

A ban on the use of role models (athletes/celebrities) and social media influencers was applied to the Dutch market in June 2022. 

According to the KSA: “A role model ban applies to providers of risky games of chance. Role models must not be used to (in)directly promote risky games of chance. For providers of less risky games of chance such as lotteries, there are opportunities to use role models. 

“If they want to use a celebrity, they must first investigate the reach of that person among minors and young adults. If that research shows that a celebrity is of interest to that target group, this role model should not be used.”

The Dutch regulator further noted that the two breaches have now been resolved and the promotions have been pulled from the market. 

In March, another football club was reprimanded for trying to use an image of one of its footballers to promote a gambling brand. The KSA again ordered for the ad to be taken down.

2024 sees the Dutch Kamer (parliament) continue its review of the Remote Gambling Act (KOA) – the legislative framework regulating online gambling in the Netherlands since October 2021.

​​Proceedings have seen Dutch MPs file motions and amendments related to all regulatory disciplines of the KOA market, including new provisions for customer care duties, in-play protections, advertising and universal stake limits.

Latest developments saw KSA confirm that ‘Responsible Gambling policies’ will be sanctioned from 1 October 2024 (previously 1 June). The mandate includes new compliance duties on ‘real time monitoring’ and record keeping of player behaviours.