Dutch Regulator Reprimands Operators over Sponsorship Violations

The Dutch gambling authority, Kansspelautoriteit (KSA), announced that it reprimanded three gaming providers because of sponsorship violations under the new regulatory regime. The KSA did not name the companies in question but reminded industry stakeholders that they should follow the new rules.

The New Regulations Are Strict

On July 1, 2024, the Netherlands enforced new rules regarding gambling sponsorships. Under the new framework, gambling companies can no longer sponsor TV programs and events. Instead, companies can only form sponsorship agreements with sports organizations. Additionally, they must make sure that their sports sponsorships are not visible or appealing to minors and young adults.

These measures were part of a broader effort to phase out gambling sponsorships in an effort to shield vulnerable groups from harm. This effort will culminate on July 1, 2025, when the Netherlands will put an end to sports sponsorships as well.

In the meantime, the KSA reported that it has detected several sponsorship-related violations. While the KSA refrained from issuing penalties, it warned that subsequent violations could lead to enforcement action.

Three Companies Violated the Rules

One of the incidents involved a sponsorship agreement with a former organizer of a national event. The KSA noted that the original agreement had expired but the organization continued to use the promotional materials that contained the gambling company’s name.

The gambling company’s logo was immediately removed following the KSA’s warning.

The second case in question saw a gambling operator sponsor a major sporting event. Before the tournament, however, the site in question hosted children and young adults who played sports. As a result, the latter were exposed to the ads, despite the prohibition.

The KSA emphasized that the operator itself is responsible for the sponsorship visibility and should have considered that the promotional materials would have been seen outside the tournament it sponsored.  

The final case involved an online shop that sold T-shirts of a famous athlete. The KSA noticed that the children-size T-shirts also included a gambling operator’s logo, violating the sponsorship rules. The gambling company intervened quickly, removing the logo from the children’s size shirts.