The Netherlands Gambling Authority, Kansspelautoriteit (KSA), has reprimanded BetMGM, a provider of online games of chance, for an advertorial featuring an underage role model on a well-known news website. The advert featured well-known footballer Lamine Yamal.
According to the law, online gambling providers are not allowed to advertise with role models. They are also not allowed to appeal to vulnerable groups, including minors. The KSA finds this type of advertising very harmful and violations of the advertising ban are taken seriously.
The BetMGM advertising campaign, which was online for a short time, was executed and published by the website’s editors. A BetMGM affiliated media company discovered the violation and reported it back to BetMGM. The provider did not report it, but should have: licensees are required to inform the KSA of errors on their part that could pose a danger to consumers.
The KSA has dealt with the violation with a warning, because BetMGM quickly ended the violation and took adequate measures to prevent recurrence. However, the KSA emphasizes that it remains the responsibility of providers to comply with the laws and regulations when they outsource advertising campaigns to external parties. Incidents must also be reported immediately, regardless of whether an internal investigation is already underway. If violations in the area of advertising occur, the KSA can take enforcement action, even if an external partner is involved.
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